The Effect of University Brand Authenticity on Students' Desire to Participate in University Sports: the Mediating role of University Brand Equity

Background and Purpose
University sports play an important role in makingstudents’ social lives by fostering team spirit, cooperation, and a sense of belonging within the university community (Martinez et al., 2024). Among the critical factors influencing students’ willingness to engage in sports activities is the university’s brand. A university brand encompasses the unique characteristics and personality traits that distinguish it from other institutions (Stefanica et al., 2024). Central to this concept is brand authenticity, which reflects a positive perception of the brand’s originality, uniqueness, and adherence to core values (Aghaz et al., 2024). For universities, authenticity is perceived through students’ beliefs about the institution’s commitment to quality education, facilities, and student welfare (Florent et al., 2023). Authentic university brands typically provide superior resources such as well-equipped libraries, advanced laboratories, sports facilities, and cultural events (Amani, 2023). This authenticity fosters a positive mindset and enhances the perceived value of the brand (Umer et al., 2021). In turn, university brand equity the added value a brand brings-can significantly influence students’ loyalty and their inclination to participate in university sports activities. A strong brand equity cultivates identity and commitment, motivating students to utilize university resources and engage more deeply with campus life. This study aims to investigate the effect of university brand authenticity on students’ desire to participate in university sports, with a particular focus on the mediating role of university brand equity.
 
Materials and Methods
This quantity study is applied in nature and employs a descriptive-survey design. Data were collected from students at four major universities in Tehran: Tehran University, Tarbiat Modares University, Allameh Tabatabai University, and Shahid Beheshti University. The questionnaire was distributed online via Telegram, Instagram, WhatsApp, and LinkedIn. A total of 500 students responded over ten weeks, with 438 valid responses retained after excluding incomplete questionnaires.
The survey instrument included three constructs measured on a 5-point Likert scale 1 = disagree to 5 = agree: Brand Authenticity: Measured using five items adapted from Azam et al. (2024) and Florent et al. (2023). Brand Equity: Assessed through five items based on Pereira et al. (2022), Pinar et al. (2024), and Amani (2023). Students’ Desire to Participate in Sports: Evaluated using six items from Handi et al. (2022) and Long et al. (2021). Data were analyzed using Structural Equation Modeling (SEM) via LISREL software to test the hypothesized relationships among the constructs.
 Findings
The analysis revealed that university brand authenticity has a significant positive effect on both brand equity and students’ desire to participate in university sports. Brand equity itself significantly and positively influences students’ willingness to engage in sports activities. Moreover, brand equity was found to mediate the relationship between brand authenticity and students’ sports participation desire, confirming its critical role in this dynamic.
 Conclusion
The results underscore the importance for universities to cultivate and communicate a strong, authentic brand that resonates with students’ values and expectations. Universities should focus on delivering special value through unique sports facilities, exclusive programs, and incentives such as discounts for sports participation. Creating memorable and meaningful experiences tied to the university brand can enhance students’ emotional connection and loyalty. Effective communication strategies, including active engagement on social media, hosting sports events, and recognizing student achievements, can further bolster participation rates. Highlighting success stories of athletes affiliated with the university can inspire confidence and motivate students to participate. Ultimately, universities that invest in brand authenticity and equity can foster a vibrant sports culture, encouraging greater student involvement and strengthening the overall campus community.
Article Message
University brand authenticity serves as a critical factor that significantly influences students’ willingness to participate in sports activities. This influence operates indirectly through the mediating role of the university’s brand equity; specifically, the greater the perceived authenticity of the university, the stronger its brand equity in the minds of students, which in turn leads to an increased inclination toward engagement in university sports. Therefore, universities can enhance student commitment and simultaneously boost participation rates in sports activities by strengthening their institutional identity and brand authenticity.