نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه مازندران، دانشکده تربیت بدنی و علوم ورزشی
2 استادیار مدیریت ورزشی، گروه علوم ورزشی، دانشگاه گنبد کاووس، گنبد کاووس، ایران
3 دانشگاه مازندران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
A powerful and reputable brand can attract new customers and retain existing ones, thereby increasing a company's sales and revenue. In this regard, the creation of brand equity attributes leads to the development of brand equity. By presenting an employee-brand equity model, this study aims to improve branding in the sport industry and contribute to the growth of companies. The purpose of this research is to provide a model for examining the employee-brand equity and identifying key indicators affecting it in recreational sports complexes across the country. This descriptive-correlational study was conducted on a sample of 345 employees of recreational sports complexes who were randomly selected. The research tool was a researcher-developed questionnaire, whose validity was confirmed by sports management experts and whose reliability was assessed using Cronbach's alpha coefficient, which was above 0.7 in all areas. Descriptive statistics (mean and standard deviation) were used to analyze the data using SPSS software, and the structural equation modeling based on partial least squares was used to test the research hypotheses using SmartPLS software. The results showed that employee feedback, internal brand communication, and organizational brand orientation have a positive and significant effect on employee-brand equity. Therefore, it is recommended that managers use employee feedback, increase internal communication and knowledge, and define brand identity and commitment clearly and simply.
کلیدواژهها [English]
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