INVESTIGATING THE EFFECT OF BRAND MARKETING ON BRAND EQUITY AND CONSUMER BEHAVIOR (CASE STUDY: IRANIAN CONSUMERS OF BRANDS IN SOCIAL MEDIA)

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TOSIFYAN MASOUD; RAMEZANI ALI

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Paper Information

Journal: Roshd-e-Fanavari Year:2018 | Volume:14 | Issue:54 Page(s): 55-62

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Information Journal Paper

Title

INVESTIGATING THE EFFECT OF BRAND MARKETING ON BRAND EQUITY AND CONSUMER BEHAVIOR (CASE STUDY: IRANIAN CONSUMERS OF BRANDS IN SOCIAL MEDIA)

Author(s)

TOSIFYAN MASOUD | RAMEZANI ALI | Issue Writer Certificate

Keywords

BRAND EQUITYQ1

BRAND MARKETINGQ1

CONSUMER BEHAVIORQ1

IRANIAN CONSUMERSQ1

LOYALTYQ1

PREFERENCEQ1

SOCIAL MEDIA MARKETINGQ1

Abstract

Given that BRAND MARKETING in social media is one type of digital marketing that aims to communicate with audiences and customers in order to provide products, services and business, so that social media can be used for Internet marketing. The aim of this study is to investigate the effect of BRAND MARKETING on BRAND EQUITY and CONSUMER BEHAVIOR. This study is an applied research with qualitative approach. The population of this study was IRANIAN CONSUMERS of social media brands (customers) whose number is unlimited. Due to their unlimited number of samples, the Cochran formula was used to determine the sample size and randomly selected 385 random errors of 0.05 by simple random sampling method. To invenstigate the research hypotheses, a questionnaire was used for data collection. In the inferential statistics, firstly, the dimensions were determined and the indexes were extracted. After checking the reliability and validity of the questionnaire, to normalize collected data, Kolmogorov smirnov test was applied. Then the research hypothesens were examined using pearson correlation test and structural equation modeling. Based on the results, all assumptions were accepted. As marketing efforts of brands in social media had the highest impact on the consumer brand value of 0.95.

Cites

Refelection of Ethical branding on Performance Indicators of Kerman University from the Performance of Factuly Members

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APA: Copy

TOSIFYAN, MASOUD, & RAMEZANI, ALI. (2018). INVESTIGATING THE EFFECT OF BRAND MARKETING ON BRAND EQUITY AND CONSUMER BEHAVIOR (CASE STUDY: IRANIAN CONSUMERS OF BRANDS IN SOCIAL MEDIA). ROSHD-E-FANAVARI, 14(54 ), 55-62. SID. https://sid.ir/paper/145045/en

Vancouver: Copy

TOSIFYAN MASOUD, RAMEZANI ALI. INVESTIGATING THE EFFECT OF BRAND MARKETING ON BRAND EQUITY AND CONSUMER BEHAVIOR (CASE STUDY: IRANIAN CONSUMERS OF BRANDS IN SOCIAL MEDIA). ROSHD-E-FANAVARI[Internet]. 2018;14(54 ):55-62. Available from: https://sid.ir/paper/145045/en

IEEE: Copy

MASOUD TOSIFYAN, and ALI RAMEZANI, “INVESTIGATING THE EFFECT OF BRAND MARKETING ON BRAND EQUITY AND CONSUMER BEHAVIOR (CASE STUDY: IRANIAN CONSUMERS OF BRANDS IN SOCIAL MEDIA),” ROSHD-E-FANAVARI, vol. 14, no. 54 , pp. 55–62, 2018, [Online]. Available: https://sid.ir/paper/145045/en

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