Brand Management with a Social Approach: Innovative Strategies for Enhancing Social Capital

In recent years, the significance of social capital in brand management has gained increasing attention, particularly within the context of sports organizations in Iran. This study aims to explore innovative strategies for integrating social approaches into brand management to enhance social capital effectively. Utilizing a mixed-methods research design, the study was conducted in two phases: a qualitative phase involving interviews with 15 experts in sports branding and a quantitative phase surveying 326 postgraduate students specializing in sports management across various universities in Iran. The qualitative data were analyzed through thematic coding to develop a standardized questionnaire, which was then administered to the quantitative sample. Statistical analyses, including Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), were employed to validate the proposed model. The results indicated significant relationships between brand knowledge, brand satisfaction, brand loyalty, and community engagement, highlighting the critical role of trust and shared values in fostering social capital.Notably, 78% of respondents reported that brands demonstrating social responsibility positively influenced their purchasing decisions and community involvement. This finding underscores the potential of socially-oriented branding strategies to enhance consumer loyalty and brand advocacy. Furthermore, the study reveals that a well-structured brand community can serve as an effective mechanism for building social capital, thereby improving organizational performance and community well-being.This research contributes valuable insights into the interplay between brand management and social capital within the Iranian context, emphasizing the necessity for brands to adopt strategies that prioritize community engagement and social responsibility. Future research should focus on longitudinal studies to assess the sustained impact of these strategies on consumer behavior and community dynamics.