DEVELOPING A MODEL TO EXAMINE THE RELATIONSHIP BETWEEN CUSTOMER-BASED BRAND EQUITY AND BRAND MARKET PERFORMANCE: THE CASE OF DAIRY PRODUCTS BRANDS IN TEHRAN MARKET

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ASADOLLAH HOOSHANG; HAMIDIZADEH MOHAMMAD REZA; DORRI BEHROOZ; KARIMI ALAVIJEH MOHAMMAD REZA

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Journal: Journal of New Economy and Trade Year:2009 | Volume:4 | Issue:15-16 Page(s): 52-76

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Title

DEVELOPING A MODEL TO EXAMINE THE RELATIONSHIP BETWEEN CUSTOMER-BASED BRAND EQUITY AND BRAND MARKET PERFORMANCE: THE CASE OF DAIRY PRODUCTS BRANDS IN TEHRAN MARKET

Author(s)

ASADOLLAH HOOSHANG | HAMIDIZADEH MOHAMMAD REZA | DORRI BEHROOZ | KARIMI ALAVIJEH MOHAMMAD REZA | Issue Writer Certificate

Keywords

BRAND EQUITYQ3

CUSTOMER-BASED BRAND EQUITYQ3

BRAND MARKET PERFORMANCEQ3

DAIRY INDUSTRYQ3

Abstract

BRAND EQUITY which has evolved over the past decade is suggested as a tool to measure brand power. This research attempts to properly identify, select and operationalize Customer-Based BRAND EQUITY (CBBE) and BRAND MARKET PERFORMANCE (BMP) in the dairy products industry in Tehran and then develop a model to examine their relationships. The required data are collected using a questionnaire. A sample size of 550 dairy products customers is randomly selected which covers all 22 districts of Tehran. Structural equations model are employed to test hypotheses. In addition, factor analyses are conducted to determine the underlying factors.

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APA: Copy

ASADOLLAH, HOOSHANG, HAMIDIZADEH, MOHAMMAD REZA, DORRI, BEHROOZ, & KARIMI ALAVIJEH, MOHAMMAD REZA. (2009). DEVELOPING A MODEL TO EXAMINE THE RELATIONSHIP BETWEEN CUSTOMER-BASED BRAND EQUITY AND BRAND MARKET PERFORMANCE: THE CASE OF DAIRY PRODUCTS BRANDS IN TEHRAN MARKET. JOURNAL OF NEW ECONOMY & COMMERCE, 4(15-16), 52-76. SID. https://sid.ir/paper/118666/en

Vancouver: Copy

ASADOLLAH HOOSHANG, HAMIDIZADEH MOHAMMAD REZA, DORRI BEHROOZ, KARIMI ALAVIJEH MOHAMMAD REZA. DEVELOPING A MODEL TO EXAMINE THE RELATIONSHIP BETWEEN CUSTOMER-BASED BRAND EQUITY AND BRAND MARKET PERFORMANCE: THE CASE OF DAIRY PRODUCTS BRANDS IN TEHRAN MARKET. JOURNAL OF NEW ECONOMY & COMMERCE[Internet]. 2009;4(15-16):52-76. Available from: https://sid.ir/paper/118666/en

IEEE: Copy

HOOSHANG ASADOLLAH, MOHAMMAD REZA HAMIDIZADEH, BEHROOZ DORRI, and MOHAMMAD REZA KARIMI ALAVIJEH, “DEVELOPING A MODEL TO EXAMINE THE RELATIONSHIP BETWEEN CUSTOMER-BASED BRAND EQUITY AND BRAND MARKET PERFORMANCE: THE CASE OF DAIRY PRODUCTS BRANDS IN TEHRAN MARKET,” JOURNAL OF NEW ECONOMY & COMMERCE, vol. 4, no. 15-16, pp. 52–76, 2009, [Online]. Available: https://sid.ir/paper/118666/en

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