The Impact of Visual Web Advertising on Brand Equity in Online Sports Shops: The Mediating Roles of Perceived Value and Brand Identity

The purpose of this study was to examine the role of web visual advertising in the brand equity of online sports stores. This research was causal in nature and conducted using a survey method. The statistical population consisted of customers of online sports stores. Due to the unknown size of the population, the sample size was determined to be ۳۸۴ individuals, assuming an unlimited population. Standardized questionnaires were used to collect data, including Web Visual Advertising (Martinez et al., ۲۰۲۰), Brand Identity (Alakas et al., ۲۰۲۲), Perceived Value (Deng Wan et al., ۲۰۲۳), and Brand Equity (Azimzadeh et al., ۲۰۲۰). The reliability of the questionnaires, assessed using Cronbach’s alpha, was estimated at ۰.۸۱, ۰.۷۹, ۰.۸۴, and ۰.۸۷, respectively. The results of data analysis through Structural Equation Modeling (SEM) indicated that web visual advertising had a significant positive effect on brand equity, perceived value, and brand identity. Moreover, perceived value and brand identity were found to significantly and positively influence brand equity. Accordingly, managers of online sports stores are advised to leverage visual elements in their advertising—such as appealing graphic design, effective color schemes, and creative product displays—to enhance customer perception and foster brand identity, thereby significantly improving their brand equity in the target market.

کلیدواژه ها:

Brand Equity ، consumer perception ، Digital marketing ، Online Sport Shops ، Web Design Elements