BRAND EQUITY AND ITS EFFECTIVE FACTOR FROM CONSUMER PERSPECTIVE (OFFERING AN ANALYTICAL MODEL)

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KARBASIVAR ALIREZA; YARDEL SAEEDEH

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Journal Paper

Paper Information

Journal: JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR) Year:2011 | Volume:8 | Issue:21 Page(s): 14-29

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Information Journal Paper

Title

BRAND EQUITY AND ITS EFFECTIVE FACTOR FROM CONSUMER PERSPECTIVE (OFFERING AN ANALYTICAL MODEL)

Author(s)

KARBASIVAR ALIREZA | YARDEL SAEEDEH | Issue Writer Certificate

Keywords

BRANDQ2

BRAND EQUITY VALUEQ2

BRAND LOYALTYQ2

PERCEIVED QUALITYQ2

BRAND AWARENESSQ2

BRAND ASSOCIATIONQ2

Abstract

One of the most valuable properties of each company is the BRAND equity. The more valuable the BRAND equity is for customers, the more profit will be available for company. BRAND Equity is one of the assets that both keeps the value of the company and will have customer loyalty consequence. In this study, the model of David Aaker's BRAND equity value and its four aspects of awareness, PERCEIVED QUALITY, association and loyalty to BRAND equity, has been used. Statistical population is consumers of chocolate in Shahrvand and Refah chain stores. Accordingly, four hypotheses raised through structural equation modeling (SEM) have been studied. Tools used for this research is the questionnaire. The results of the analysis showed that BRAND loyalty and BRAND association have a significant positive direct effect on BRAND equity, but PERCEIVED QUALITY, and BRAND awareness indirectly and through BRAND loyalty affect on BRAND equity.

Cites

STRUCTURAL EQUATION MODELING APPROACH IN EXPLAINING THE EFFECT OF EXPERIENCE, TRUST AND BRAND LOYALTY ON BRAND EQUITY

References

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APA: Copy

KARBASIVAR, ALIREZA, & YARDEL, SAEEDEH. (2011). BRAND EQUITY AND ITS EFFECTIVE FACTOR FROM CONSUMER PERSPECTIVE (OFFERING AN ANALYTICAL MODEL). JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR), 8(21), 14-29. SID. https://sid.ir/paper/151410/en

Vancouver: Copy

KARBASIVAR ALIREZA, YARDEL SAEEDEH. BRAND EQUITY AND ITS EFFECTIVE FACTOR FROM CONSUMER PERSPECTIVE (OFFERING AN ANALYTICAL MODEL). JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR)[Internet]. 2011;8(21):14-29. Available from: https://sid.ir/paper/151410/en

IEEE: Copy

ALIREZA KARBASIVAR, and SAEEDEH YARDEL, “BRAND EQUITY AND ITS EFFECTIVE FACTOR FROM CONSUMER PERSPECTIVE (OFFERING AN ANALYTICAL MODEL),” JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR), vol. 8, no. 21, pp. 14–29, 2011, [Online]. Available: https://sid.ir/paper/151410/en

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