Effects of Selected Marketing Mix Elements on Brand Equity in the Sport Apparel Industry from Perspective of Students and Graduates Physical Education and Sports Science (Case Study: Valid Sports Brands)

The purpose of study was to investigate the effects of the marketing mix elements on the brand equity in the sports apparel industry from the perspective of physical education students and graduates by introducing a new conducted model. Research Method was descriptive and the type of the survey was based on the structural equation modeling. Population of the study was the students and graduated students of the physical education of the country, that 805 subjects were selected based on a goal-oriented sample, by using of the in person and online questionnaires, that whole Iran. Data was analyzed using structural equation modeling. Structural equation analysis results showed that the model fit is good (NFI¡ CFI¡ IFI¡ GFI