The effect of brand experience on customer engagement with sports brands through perceived satisfaction and value

The purpose of this study was to develop a model of the effect of brand experience on customer engagement with sports brands through satisfaction and perceived value. This research was descriptive and applied with the statistical population of all customers of table tennis sports brands in Iran. The statistical sample size was 384 according to Morgan table and the sampling method was simple random. Research tools by considering the research variables of standard questionnaires of perceived brand value (Cowen et al., 2014), brand satisfaction (O'Reil and Ngoula, 2010; Vass et al., 2010) and brand experience (Bracus et al., 2009) and engagement It was the brand (Holbeek et al., 2014) that after localization and modification of components and items, its face and content validity (12 people) and its reliability (α = 0.81) were confirmed by experts. Data analysis at two levels of descriptive (frequency, mean and standard deviation) and inferential (Klomogorov-Smirnov test, structural equation modeling) by statistical software the spss version 25 and the pls version 3 were evaluated. The results showed that brand experience had a significant effect on customer engagement with the brand, brand satisfaction and perceived brand value. Also, the effect of brand experience on customer engagement through mediators of brand satisfaction and perceived value was significant. Based on the research findings, it can be said that marketing managers can use the presented conceptual model and create a unique experience that leads to customer satisfaction and value, by engaging their minds to the sports brand, to ensure customer retention.