The Effect of Entrepreneurial Marketing on Brand Equity and Customer Loyalty of Sports Complexes

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RAHIMI AMIR; EHSANI MOHAMMAD; Saffari Marjan; Norouzi Seyed Hossini Rasool

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Journal Paper

Paper Information

Journal: JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT Year:2020 | Volume:13 | Issue:2 Page(s): 217-234

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Information Journal Paper

Title

The Effect of Entrepreneurial Marketing on Brand Equity and Customer Loyalty of Sports Complexes

Author(s)

RAHIMI AMIR | EHSANI MOHAMMAD | Saffari Marjan | Norouzi Seyed Hossini Rasool | Issue Writer Certificate

Keywords

Brand equityQ1

Customer LoyaltyQ1

Entrepreneurial MarketingQ1

Sports enterpriseQ2

Abstract

Creating a valuable brand and strengthening Customer Loyalty through new marketing approaches is one of the important goals of sports businesses. Therefore, the purpose of this study is to investigate the effect of Entrepreneurial Marketing on Brand equity and Customer Loyalty of sports complexes. In terms of objective, this study is an empirical study, and the research methodology is descriptive-correlative. The statistical population consisted of all customers of Mashhad sports complexes who had at least six months of membership. The study period was September 23 to March 19 and the statistical population was considered indefinite. To collect data using the Morgan table to determine sample size, 450 structured questionnaires were distributed electronically and manually through cluster sampling randomly. Structural equation analysis was performed using LISREL 8/8 software. The results show that there is a direct and significant relationship between Entrepreneurial Marketing and each of its dimensions with Brand equity, Entrepreneurial Marketing with Customer Loyalty, and Brand equity with Customer Loyalty. As a result, Entrepreneurial Marketing is recognized as a strategy for responding to customer demands and an ability to exploit sport entrepreneurial opportunities and develop Brand equity.

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APA: Copy

RAHIMI, AMIR, EHSANI, MOHAMMAD, Saffari, Marjan, & Norouzi Seyed Hossini, Rasool. (2020). The Effect of Entrepreneurial Marketing on Brand Equity and Customer Loyalty of Sports Complexes. JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT, 13(2 ), 217-234. SID. https://sid.ir/paper/386234/en

Vancouver: Copy

RAHIMI AMIR, EHSANI MOHAMMAD, Saffari Marjan, Norouzi Seyed Hossini Rasool. The Effect of Entrepreneurial Marketing on Brand Equity and Customer Loyalty of Sports Complexes. JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT[Internet]. 2020;13(2 ):217-234. Available from: https://sid.ir/paper/386234/en

IEEE: Copy

AMIR RAHIMI, MOHAMMAD EHSANI, Marjan Saffari, and Rasool Norouzi Seyed Hossini, “The Effect of Entrepreneurial Marketing on Brand Equity and Customer Loyalty of Sports Complexes,” JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT, vol. 13, no. 2 , pp. 217–234, 2020, [Online]. Available: https://sid.ir/paper/386234/en

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