EFFECT OF COMMERCIAL BRAND ORIGIN ON THE EQUITY OF COMMERCIAL BRAND BY THE VIEW OF CONSUMERS

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MEHRABI J.; KHOSHNAZAR A.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Paper Information

Journal: JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR) Year:2012 | Volume:9 | Issue:26 Page(s): 23-28

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Title

EFFECT OF COMMERCIAL BRAND ORIGIN ON THE EQUITY OF COMMERCIAL BRAND BY THE VIEW OF CONSUMERS

Author(s)

MEHRABI J. | KHOSHNAZAR A. | Issue Writer Certificate

Keywords

COMMERCIAL BRAND ORIGINQ2

COMMERCIAL BRAND EQUITYQ2

KNOWLEDGE OF COMMERCIAL BRANDQ2

ASSOCIATION OF COMMERCIAL BRANDQ2

LOYALTY TO COMMERCIAL BRANDQ2

Abstract

This paper examines two concepts of marketing: the origin of commercial brand and the equity of commercial brand. Ravi Pipo and his colleagues, for the first time, have merged the effect of COMMERCIAL BRAND ORIGIN to the COMMERCIAL BRAND EQUITY. Here, the equity of commercial brand is termed into 4 concepts including knowledge about commercial brand, commercial brand association, the quality of conception and the LOYALTY TO COMMERCIAL BRAND. The effect of independent variable named the origin of commercial brand on each of these concepts are studied and analyzed separately. This research was done between the students of Ghazvin Islamic Azad University by sampling in different faculties. The effect of COMMERCIAL BRAND ORIGIN on its equity was examined by the viewpoints of consumers about the mobile brand. The findings explained that the equity of commercial brand is widely under the influence of its origin. Commercial brand association as a subdivision of its equity is affected by the origin. The quality perceived as another aspect of the equity is under the effect of COMMERCIAL BRAND ORIGIN. The LOYALTY TO COMMERCIAL BRAND as the third aspect of the equity is affected by the origin. Having knowledge about a commercial brand was known and used by such terms as "to prefer", "to remember" and "previous consumption" in real life of consumers.

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APA: Copy

MEHRABI, J., & KHOSHNAZAR, A.. (2012). EFFECT OF COMMERCIAL BRAND ORIGIN ON THE EQUITY OF COMMERCIAL BRAND BY THE VIEW OF CONSUMERS. JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR), 9(26), 23-28. SID. https://sid.ir/paper/151379/en

Vancouver: Copy

MEHRABI J., KHOSHNAZAR A.. EFFECT OF COMMERCIAL BRAND ORIGIN ON THE EQUITY OF COMMERCIAL BRAND BY THE VIEW OF CONSUMERS. JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR)[Internet]. 2012;9(26):23-28. Available from: https://sid.ir/paper/151379/en

IEEE: Copy

J. MEHRABI, and A. KHOSHNAZAR, “EFFECT OF COMMERCIAL BRAND ORIGIN ON THE EQUITY OF COMMERCIAL BRAND BY THE VIEW OF CONSUMERS,” JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR), vol. 9, no. 26, pp. 23–28, 2012, [Online]. Available: https://sid.ir/paper/151379/en

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