The Effect of Selected Marketing Mix Elements on Brand Equity Dimensions in Sport Services

The aim of this study was to investigate the effect of selected marketing mix elements on brand equity dimensions. The method was descriptive - correlational. The statistical population consisted of the Mojhaye Abi center consumers and 262 subjects were selected as the sample. For data collection, Price, Service Center Image, Advertising and PromotionalSales Questionnaire (Yoo, Donthu and Lee, 2000), Perceived Quality Questionnaire (Henseler, Wilson and Westberg, 2011), Brand Associations and Loyalty Questionnaire (Washburn and Plank, 2002) and Brand Awareness (Keller, 2001) were used and their reliability was determined by Cronbach's alpha as α = 0.79, 0.73, 0.84, 0.78, 0.79, 0.82, 0.80, 0.77 respectively. Overall, the stepwise regression results indicated that service center image and advertising among the selected marketing mix elements had an effect on brand equity. The results of this study showed the importance and role of different marketing efforts to build a strong brand name. In order to increase the power of a brand, managers need to invest on the advertising and service center image.