References
1.Aaker, D. A. (1991). Managing brand equity. Capitalizing on the value of brand name, The Free Press, New York
2.Abbasi Esfanjani, H. (2017). Designing the Model for Commercialization of University Research Using Structural Equation Modeling- Partial Least Squares Method (SEM-PLS). Iraniian journal of trade studies, 82, 33-65. (Persian)
3.Agichtein, E., Castillo, C. Donato, & Gionis, D. (2008). Finding High-Quality Content in Social Media. WDSM'08, 183–193.
4.Arman, M. & javidfar, M. (2016). The Role of Social Media Marketing Activities in Developing Customer equity, Journal of Development and Evolution management, 18, 202-119. (Persian)
5.Azadi, R.,Yousefi, B. & Eydi, H.(2015). The role of media and advertising, to promote brand equity in the sports apparel industry. Journal of Communication Management in Sports Media, 2(6), 66-75. (Persian)
6.Cabiddu, F., De Carlo, M., & Piccoli, G. (2014). Social media affordances: Enabling customer engagement. Annals of Tourism Research, 48, 17
7.Claodiu, D., Curtis. P. Haugtvedt & Richard. F. yalch (2018). Consumer Psychology. Translator Kambiz Heidarzadeh, Mirza Mohaimani, Tehran: merban nashr Book Publishing Institute.)
8.Feiz, D., Shafiee Nikabadi, M. & Maleki, F.(2015). Study the effect of intention to use online social networks on brand performance with investigating the mediating role of customer-based brand equity, New Marketing Research Journal, 5(3), 55-68. (Persian)
9.G. Close Angeline (2012). Online Consumer Behavior: Theory and Research in Social Media, Translating Somayeh Ola and Mohsen Shahinpour, Tehran: Soureh Mehr Publication Co., 2013.
10.Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4), 197–212.
11.Gholipour, R. A., Aghazadeh, H. & Bakhshi Zadeh, E. (2016). The impact of Brand equity on re-buying intention by mediating perceived value. Journal of Business Management Perspective, 23, 175-157. (Persian)
12.Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
13.Guesalaga, R. (2016). The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media. Industrial Marketing Management, 54, 71-79
14..Hamidianpour F. & Pourdehghan, A. (2016). Investigating the Effect of Selected Marketing mix Factors on Brand Equity (Case Study: Brand of Mobile Phones). Commercial Quarterly, 70, 16-1. (Persian)
15..Horng, J. S., Liu, C. H., Chou, H. Y., & Tsai, C. Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism management, 33(4), 815-824.
16.Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45-59.
17. Kalantari, Kh. (2009). Structural Equation Modeling in Socioeconomic Research, First Edition, Farhang Saba Publishing, Tehran, 1, 19-48. (Persian)
18. Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59–68.
19. Karbasivar, A. & Yardel, S. (2011). Evaluation of the Brand equity and the factors affecting it from the consumer perspective (Provide an analytical model). Management Quarterly, 21, 29-14. (Persian)
20.Karimi, A., Velayati Shokouhi, R.& Shabani Nejad, I. (2017). The Effect of relationship Marketing on Customer Loyalty (Case Study: saderat bank of Mazandaran province). Marketing Management Quarterly, 30, 59-71. (Persian)
21.Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1–22.
22.Khodadadi, M. R., Dehghanpouri, H & Saderioskoyi, M. (2019). The Role of Media Communications and Effective Advertising in Attracting Sponsors for Sport (Case Study: Ping Pong Board of East Azerbaijan Province). Journal of Communication Management in Sports Media, 6(3), 100-110. (Persian)
23.Leek, S., & Christodoulides, G. (2012). A framework of brand value in B2B markets: The contributing role of functional and emotional components. Industrial Marketing Management, 41(1), 106-114.
24.Manoli, A. E. (2018). Sport marketing’s past, present and future; an introduction to the special issue on contemporary issues in sports marketing.
25.Manthiou, A., Chiang, L., & Tang, L. (2013). Identifying and responding to customer needs on Facebook Fan pages. International Journal of Technology and Human Interaction, 9(3), 36–52.
26.Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands? Journal of Interactive Advertising, 10(2), 61–66.
27.Moghadas, M & Kalateh Seifari, M (2017). Analysis of the Impact of Media on Consumer Attitudes toward the Brand and PurchaseIntention (Case Study: Sports Apparel Manufacturer Majid). Journal of Communication Management in Sports Media, 5(1), 63-72. (Persian)
28.Mousavi, S.E., Jalali Farahani, M. & Moradian, k. (2018). Evaluation of marketing articles by using citation analysis in scientific publications of physical education and sports science in the period of 2014-2001. Quarterly Journal of Applied Research in Sport Management, 4 (20), 20-11. (Persian)
29.Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46.
30.Raee'at, A., Zeini Zadeh, M. & Emadi, S.(2015). Impact of Social Media Marketing: The Impact of whats App status update on a sporting event of the academic program. Journal of Communication Management in Sports Media, 2(8), 38-46. (Persian)
31.Sarlab, R. & Abdoudi, F. (2015). Marketing and the role of advertising in the sports industry. Journal of Management and Organizational Behavior in Sports, 1, 45-37. (Persian)
32.Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
33.Singh, P. K., & Pattanayak, J. K. (2016). Study of the relationship among the factors of brand equity: A study on fast-food brands. Global Business Review, 17(5), 1227-1239
34.Tajzadeh namin, A. & Esmaeil Mashrefi, F. (2014). Prioritization of the Components of Brand Equity from the View Point of Domestic Tourists. Journal of Tourism Management Studies, 24, 58-35. (Persian)
35.Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48-59.
36.Zhang, M., Guo, L., Hu, M., & Liu, W. (2017). Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. International Journal of Information Management, 37(3), 229-240.
)