The study of moderating role component of brand equity on sports customer satisfaction in Maku Free Zone

Sajjad Passhaie¹ Vahid Hafezi²

1) Graduate MA sports marketing managemant Tabriz of University
2) MS event management the University of Tabriz

IOI Code : XYBB-ZHFZK
Publication : 3rd International Conference On Research Science And Technology(3rstconf.com)
Abstract :
    Branding is one of the special determinants of brand value in the sports industry. The aim of this study was to investigate the role of brand equity on sports customer satisfaction in Maku Free Zone. This Study, is applicable in terms of purpose and is a descriptive survey regarding data collection. The population of the study is the sports places consumers of Maku industrial free and trade zone. For sample selection, the simple random sampling method were used. The standard questionnaire was used for gaining and analysis of the preliminary data. To analyze the data and respond to questions and hypotheses testing, the structural equation modeling test of smart PLS is used. The results showed that, the factors of brand equity have acceptable effects on the sports customer satisfaction in Maku Free Zone. As a result, according to the ranking factors influencing loyalty, managers and planners of sports places, can provide the background to increase the customer loyalty and keep long-term interests of their firms.

Keywords : brand sports customer satisfaction sports place maku industrial and free trade zone