Document Type : Research Paper
Authors
1 Assistant Professor, Department of Management, Hazrat Masoumeh (S) Qom University
2 Associate Professor of Ilam University
Abstract
University sports can improve the physical and mental health of students. Students who participate in sports in the university can improve their academic performance and student experience. One of the most important influencing factors in students' willingness to participate in sports activities is the brand of the university. The main purpose of this research is to investigate the effect of the authenticity of the university brand on the desire of students to participate in university sports, considering the mediating role of the special value of the university brand. This research is based on the purpose, practical and based on the nature of the method, it is a descriptive-survey research. The statistical population of this research is the students of selected universities in Tehran. The research questionnaire was distributed electronically among the students of Tehran, Tarbiat Modares, Allameh Tabatabai and Shahid Beheshti universities and a total of 438 questionnaires were collected. To measure the variable of brand authenticity, the standard questionnaire of Azam et al. (2024), to measure the variable of brand equity, the questionnaire of Pereira et al. The results showed that the authenticity of the university brand has a positive and significant effect on the special value of the brand and students' desire for university sports. The special value of the brand has a positive and significant effect on students' desire for university sports. The mediating role of brand equity has been confirmed in the influence of university brand authenticity on students' desire to participate in university sports.
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