THE EFFECT OF BRAND EQUITY AND SOCIAL CAPITAL ON BRAND IMAGE (A STUDY OF SAMAND AUTOMOBILE BRAND)

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MEHRNOSH MINA; TAHMASEBI AGHBELAGHI DARIUSH

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2018 | Volume:9 | Issue:4 Page(s): 905-925

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Information Journal Paper

Title

THE EFFECT OF BRAND EQUITY AND SOCIAL CAPITAL ON BRAND IMAGE (A STUDY OF SAMAND AUTOMOBILE BRAND)

Author(s)

MEHRNOSH MINA | TAHMASEBI AGHBELAGHI DARIUSH | Issue Writer Certificate

Keywords

BRAND EQUITYQ2

BRAND IMAGEQ1

BRANDQ1

DIMENSIONS OF BRAND EQUITYQ1

SOCIAL CAPITALQ2

Abstract

Today, successful BRANDs in the global markets have to display distinctive (brand) images in order to maintain their competitive advantage.The purpose of this research is to investigate the relationship between the BRAND EQUITY and BRAND IMAGE/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank"> BRAND IMAGE of Samand Automobile considering the mediating role of SOCIAL CAPITAL. The statistical population of this study consists of Samand Automobile buyers in district 5 in Tehran. The data were collected through questionnaires and library studies. In this research, 420 questionnaires were distributed through the availability sampling method among the visitors to Iran Khodro dealerships and car exhibitions, and 385 questionnaires were returned. In order to test the hypothesis of the research, the structural equation model and, specifically, the path analysis techniques have been used. For this purpose, the statistical software SPSS (version, 17) and Smart PLS have been used. The results indicated that BRAND EQUITY has a significant effect on SOCIAL CAPITAL and BRAND IMAGE/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank"> BRAND IMAGE, and also SOCIAL CAPITAL has a significant impact on BRAND IMAGE/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank"> BRAND IMAGE.

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APA: Copy

MEHRNOSH, MINA, & TAHMASEBI AGHBELAGHI, DARIUSH. (2018). THE EFFECT OF BRAND EQUITY AND SOCIAL CAPITAL ON BRAND IMAGE (A STUDY OF SAMAND AUTOMOBILE BRAND). JOURNAL OF BUSINESS MANAGEMENT, 9(4 ), 905-925. SID. https://sid.ir/paper/140228/en

Vancouver: Copy

MEHRNOSH MINA, TAHMASEBI AGHBELAGHI DARIUSH. THE EFFECT OF BRAND EQUITY AND SOCIAL CAPITAL ON BRAND IMAGE (A STUDY OF SAMAND AUTOMOBILE BRAND). JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2018;9(4 ):905-925. Available from: https://sid.ir/paper/140228/en

IEEE: Copy

MINA MEHRNOSH, and DARIUSH TAHMASEBI AGHBELAGHI, “THE EFFECT OF BRAND EQUITY AND SOCIAL CAPITAL ON BRAND IMAGE (A STUDY OF SAMAND AUTOMOBILE BRAND),” JOURNAL OF BUSINESS MANAGEMENT, vol. 9, no. 4 , pp. 905–925, 2018, [Online]. Available: https://sid.ir/paper/140228/en

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