A structural model for investigating the role of relationship marketing and brand equity in the development of the business performance of private sport clubs Mohammad Zarei Mahmoudabadi, Seyed Mohammad Javad Razavi, Hossein Abdolmaleki International Sports Studies 41 No. 1 (2019) https://doi.org/10.30819/iss.41-1.05     pp: 40-53     2019-05-06

A structural model for investigating the role of relationship marketing and brand equity in the development of the business performance of private sport clubs

Stichworte/keywords: brand equity, business performance, relationship marketing, sport clubs.

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Abstract
Purpose – The aim of this paper is to investigate the impact of relationship marketing (RM)) and the mediating role of brand equity (BE) on the development of the business performance (BP) of private sport clubs (PSC).
Design/methodology/approach – The research takes its lead from and extends prior study, thus applying an understanding of the role of RM to sport clubs settings. A research model was developed based on existing literature concerning RM and BE. A survey was then constructed and administered to a sample of private sport clubs in Iran and 197 usable responses were collected., Structural equation modeling (SEM) was employed to test the research model
Findings – Relationship marketing significantly contributed to both business performance and brand equity. Relationship marketing and brand equity enhanced the business performance of the private sport clubs. The effect of relationship marketing on business performance was mediated by brand equity. Practical implications – The paper suggests that managers of private sports clubs can improve business performance by enhancing their RM and BE.
Originality/value – This is one of the first studies to show that RM contributes to business performance through the mediation of BE in a sports club setting. It will provide significant guidance to sport clubs who seek to enhance their business performance though RM practices.