The Impact of Customer Motivation and Expected Benefits on Brand Relational Performance, with the Mediating Role of Customer Participation and Customer Values in Majid Sports Brand Retry Claude can make mistakes. Please double-check responses.

Document Type : Original Article

Authors
Sajad Khaefi 1
Azim Salahi Kojour 2
Abas Falahnezhad 1
1 Department of Marketing Management, Ka.C., Islamic Azad University, Karaj, Iran
2 Department of Educational Management, Shafagh Tonekabon Institute of Higher Education, Tonekabon, Iran
Abstract
In today’s competitive world, customer motivation and expected benefits are recognized as key factors in strengthening long-term brand relationships. This study aimed to investigate the impact of customer motivation and expected benefits on brand relational performance, with the mediating role of customer engagement and customer values, among Tehran customers of the Majid brand. The study employed a descriptive-correlational method, and data were collected through standard questionnaires from 150 customers who had purchased Majid sports products at least once. The research instruments included Oliver’s (1977) questionnaire for customer motivation, Baghbani et al. (2018) for expected benefits, Ferody (2019) for brand relational performance, Yin et al. (2020) for customer engagement, and Chiu et al. for customer values. Data analysis was conducted using SPSS and SMART PLS software. The findings revealed that customer motivation (path coefficient = 0.624, t > 1.96, p < 0.05) and expected benefits (path coefficient = 0.358, t > 1.96, p < 0.05) significantly influence brand relational performance both directly and through the partial mediation of customer engagement (path coefficient = 0.723, t > 1.96, p < 0.05) and customer values (path coefficient = 0.553, t > 1.96, p < 0.05). Providing clear, tangible, and intangible benefits, such as superior quality and personalized services, strengthens customer engagement. These measures contribute to improving loyalty and fostering long-term brand relationships in a competitive market.
Keywords
Customer Motivation
Expected Benefits
Brand Relational Performance
Customer Engagement
Customer Values