THE IMPACT OF BRAND EQUITY ON CONSUMER LOYALTY

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PARHIZKAR MOHAMMAD MAHDI; RAMEZANI SAEED; HALVAEIHA VAHID REZA

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Journal Paper

Paper Information

Journal: JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT Year:2013 | Volume:5 | Issue:12 Page(s): 75-80

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Title

THE IMPACT OF BRAND EQUITY ON CONSUMER LOYALTY

Author(s)

PARHIZKAR MOHAMMAD MAHDI | RAMEZANI SAEED | HALVAEIHA VAHID REZA | Issue Writer Certificate

Keywords

BRAND EQUITYQ2

BRAND PERCEPTIONQ1

BRAND PERCEPTION VALUEQ1

BRAND IMAGEQ1

BRAND REPUTATIONQ2

Abstract

All company’s activities aimed to earn more profit; in fact it is the ultimate goal for them. But If you want permanent profit you have no choice except of obtaining strategies that lead to consumer loyalty. Of course it is a very difficult target nevertheless these companies have some useful advantages like their BRAND EQUITY that they can leverage them to achieve this goal. So in this study we tried to examine the impact of BRAND EQUITY on consumer loyalty. For this reason a survey is undertaken among 160 customers of the three companies in food industry (in Iran). Results of the test of conceptual model indicate that in this case we have no reason to contradict the direct relationship between Brand Reliability and BRAND PERCEPTION Value and consumer loyalty, and we have found no direct relationship between BRAND IMAGE and BRAND REPUTATION and consumer loyalty.

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APA: Copy

PARHIZKAR, MOHAMMAD MAHDI, RAMEZANI, SAEED, & HALVAEIHA, VAHID REZA. (2013). THE IMPACT OF BRAND EQUITY ON CONSUMER LOYALTY. JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT, 5(12), 75-80. SID. https://sid.ir/paper/205781/en

Vancouver: Copy

PARHIZKAR MOHAMMAD MAHDI, RAMEZANI SAEED, HALVAEIHA VAHID REZA. THE IMPACT OF BRAND EQUITY ON CONSUMER LOYALTY. JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT[Internet]. 2013;5(12):75-80. Available from: https://sid.ir/paper/205781/en

IEEE: Copy

MOHAMMAD MAHDI PARHIZKAR, SAEED RAMEZANI, and VAHID REZA HALVAEIHA, “THE IMPACT OF BRAND EQUITY ON CONSUMER LOYALTY,” JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT, vol. 5, no. 12, pp. 75–80, 2013, [Online]. Available: https://sid.ir/paper/205781/en

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