Designing a Model of the Effect of Advice Advertisement and Brand Loyalty with the Mediating Role of Brand Citizenship Behavior on Brand Equity in Sport and Youth General Office in Khorasan Razavi

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Volume 4, Issue 15 (Winter 2017)

3 2017, 4(15): 93-104

Designing a Model of the Effect of Advice Advertisement and Brand Loyalty with the Mediating Role of Brand Citizenship Behavior on Brand Equity in Sport and Youth General Office in Khorasan Razavi

Abstract: (5234 Views)

This study aimed at designing a model to assess the improvement of brand equity based on advice advertisement and brand loyalty with an emphasis on the mediating role of brand citizenship behavior. According to the information department of Sport and Youth general office in Khorasan Razavi in 2014, statistical population consisted of 123 employees. The sample size was equal to the population. This study was application and survey. Researcher-made questionnaires of advice advertisement, brand loyalty and brand citizenship behavior and standard questionnaire of brand equity were used to collect data. The reliability of these questionnaires was 0.84, 0.79, 0.82 and 0.80 respectively. To test the research model, structural equation modeling based on partial least squares method using AMOS statistical software was used. The results showed no significant effects of brand advice advertisement on brand equity and brand advice advertisement on brand citizenship behavior. But brand loyalty had a significant effect on brand equity and also on brand citizenship behavior. It seems that method of advertisement, employees’ behavior and loyalty to the organization brand affected the improvement of organization brand equity.

Keywords: advice advertising, brand, citizenship behavior, loyalty, sport

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Type of Study: Research | Subject: Special

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Volume 4, Issue 15 (Winter 2017)

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