A MODEL FOR THE EVALUATION OF BRAND EQUITY FROM CONSUMER'S VIEW

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RAHMAN SERESHT H.; BAHREYNIZADEH M.

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Journal Paper

Paper Information

Journal: IRANIAN JOURNAL OF MANAGEMENT SCIENCES Year:2007 | Volume:1 | Issue:4 Page(s): 29-53

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Information Journal Paper

Title

A MODEL FOR THE EVALUATION OF BRAND EQUITY FROM CONSUMER'S VIEW

Author(s)

RAHMAN SERESHT H. | BAHREYNIZADEH M. | Issue Writer Certificate

Keywords

BRAND EQUITYQ3

BRAND AWARENESSQ3

BRAND ATTITUDEQ3

BRAND ASSOCIATIONQ3

PRICE PREMIUMQ3

Abstract

This paper is meant to represent a model for measuring consumer-based BRAND EQUITY. In this study two categories of elements are identified: conceptual and behavioral. The conceptual dimension comprises constructs such as BRAND AWARENESS, BRAND ATTITUDE, BRAND ASSOCIATION and brand image; behavioral dimension consists of brand loyalty, willingness to pay a PRICE PREMIUM for brand and the recommendation of the brand to others. In this study the casual influence exerted by each of these elements on BRAND EQUITY and their relation with each other is explored.Testing the hypotheses indicated that BRAND ATTITUDE, brand image, BRAND ASSOCIATION, brand loyalty and PRICE PREMIUM have positive influences on BRAND EQUITY.

Cites

UNDERSTANDING THE ROLE OF THE ADVERTISING COST AND SALES INCREASE IN CREATING BRAND LOYALTY

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APA: Copy

RAHMAN SERESHT, H., & BAHREYNIZADEH, M.. (2007). A MODEL FOR THE EVALUATION OF BRAND EQUITY FROM CONSUMER'S VIEW. IRANIAN JOURNAL OF MANAGEMENT SCIENCES, 1(4), 29-53. SID. https://sid.ir/paper/130334/en

Vancouver: Copy

RAHMAN SERESHT H., BAHREYNIZADEH M.. A MODEL FOR THE EVALUATION OF BRAND EQUITY FROM CONSUMER'S VIEW. IRANIAN JOURNAL OF MANAGEMENT SCIENCES[Internet]. 2007;1(4):29-53. Available from: https://sid.ir/paper/130334/en

IEEE: Copy

H. RAHMAN SERESHT, and M. BAHREYNIZADEH, “A MODEL FOR THE EVALUATION OF BRAND EQUITY FROM CONSUMER'S VIEW,” IRANIAN JOURNAL OF MANAGEMENT SCIENCES, vol. 1, no. 4, pp. 29–53, 2007, [Online]. Available: https://sid.ir/paper/130334/en

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