| Provide a viral marketing model based on brand awareness and brand equity of fencing sports equipment |
| Paper ID : 1091-SSRC-13TH (R1) |
| Authors |
|
Mahsa Pourrahmati * گروه تربیت بدنی، دانشکده علوم انسانی، دانشگاه ازاد علوم و تحقیقات تهران ، ایران |
| Abstract |
| The purpose of this study was to present a viral marketing model on brand awareness and brand equity of fencing sports equipment. The research method is descriptive-correlation and the statistical population of the research includes the customers of fencing sportswear brands. SPSS Sample Power software was used to estimate the sample size. The sampling method was simple random. In this study, three questionnaires were used: scientific viral marketing and Ramezani (2011), Aker brand equity (1996) and Kim Ho brand awareness (2009). The information was obtained and used by the tensile-elongation test to normalize the data. By confirming these assumptions (natural data distribution), parametric tests including Pearson correlation coefficient and multiple regression were used and finally SPSS software was used to analyze statistical tests. The results showed that there is a significant relationship between viral marketing and brand awareness and brand equity. The results of regression test showed that viral marketing explains 0.750% of the variance of brand awareness and brand equity. Therefore, it can be said that one of the goals of viral marketing is to create buying thinking in people, and this thinking causes buying awareness and brand value in people. Therefore, sports equipment marketers have a special focus on social networks and electronic sites that can generate shopping intentions with customers through their ads and programs. Finally, viral marketing affects brand awareness and brand predictability. According to the obtained results, it is suggested that the stores of fencing sports equipment brands fully introduce their brands through viral marketing and dedicate a section to this on the store site, social networks or via email so that customers can be informed. Have enough of the desired brand. |
| Keywords |
| viral marketing, brand awareness, brand equity. |
| Status: Abstract Accepted (Poster Presentation) |
