نقش تبلیغات رسانه‌های ورزشی در تأثیر ابعاد ارزش ویژه برند بر قصد و استمرار خرید از طریق مسرت خرید مشتریان در بستر فرهنگ هواداری

The aim of this study is to examine the role of sports media advertising in the impact of brand equity dimensions (functional, social, emotional, innovation, and relational) on purchase intention and continuance through customer shopping delight in the context of fan culture. This research is descriptive-survey in terms of method and applied in terms of its purpose. The statistical population consists of customers of the Majid sports equipment brand in Tehran province, selected due to the use of this brand by Premier League clubs. Using the accessible sampling method and Cochran’s formula, 384 individuals were selected as the sample size. Data were collected through a questionnaire and analyzed using structural equation modeling in Amos software.The results showed that sports media advertising has a significant impact on customers' perception of brand equity, increasing their purchase intention and continuance. Furthermore, it was revealed that media and sports advertising not only strengthen the relationship between the brand and sports fans but also contribute to enhancing the position of sports brands by influencing customer shopping delight. The findings suggest that sports brands, including Majid, can improve their position in the competitive market by optimizing their use of digital media and social networks, fostering more effective communication with their audience