FACTORS AFFECTING BRAND EQUITY FROM CLIENTS' PERSPECTIVES

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HAGHIGHI KAFASH MEHDI

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Journal: IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH) Year:2012 | Volume:27 | Issue:3 (107) Page(s): 97-120

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Information Journal Paper

Title

FACTORS AFFECTING BRAND EQUITY FROM CLIENTS' PERSPECTIVES

Author(s)

HAGHIGHI KAFASH MEHDI | Issue Writer Certificate

Keywords

BRAND LOYALTYQ2

BRAND EQUITYQ2

BRAND AWARENESSQ2

BRAND ASSOCIATIONSQ2

PERCEIVED QUALITY OF BRANDQ2

Abstract

Brand equity as a global international brand is measured each year by international authoritative institutions, but customers’ evaluation is ultimately important for the success and sustainability of an organization. Therefore, BRAND EQUITY is more valuable than physical assets. In this study we adopt the Aaker model with respect to price, advertising and promotion factors (including association of brand, awareness of brand, BRAND LOYALTY and perceived quality) that impact on BRAND EQUITY. The statistics we use is car insurance policyholders in insurance companies as follows: Iran, Alborz, Asia and Persian using cluster sampling. Pearson correlation and path analysis are used for examining variables on BRAND EQUITY. This study shows that advertising, promotions and prices affect on BRAND AWARENESS, BRAND ASSOCIATIONS and perceived quality of their brand value and impact these three factors, along with BRAND LOYALTY factor on BRAND EQUITY.

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APA: Copy

HAGHIGHI KAFASH, MEHDI. (2012). FACTORS AFFECTING BRAND EQUITY FROM CLIENTS' PERSPECTIVES. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), 27(3 (107)), 97-120. SID. https://sid.ir/paper/100800/en

Vancouver: Copy

HAGHIGHI KAFASH MEHDI. FACTORS AFFECTING BRAND EQUITY FROM CLIENTS' PERSPECTIVES. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH)[Internet]. 2012;27(3 (107)):97-120. Available from: https://sid.ir/paper/100800/en

IEEE: Copy

MEHDI HAGHIGHI KAFASH, “FACTORS AFFECTING BRAND EQUITY FROM CLIENTS' PERSPECTIVES,” IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), vol. 27, no. 3 (107), pp. 97–120, 2012, [Online]. Available: https://sid.ir/paper/100800/en

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