The effect of internet advertising Brand equity (Case Study: Merooj Brand)

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Abdavi Fatemeh; Abdolalinejad zahra

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Journal: SPORT MANAGEMENT AND DEVELOPMENT Year:2018 | Volume:7 | Issue:2 (14) Page(s): 73-86

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Information Journal Paper

Title

The effect of internet advertising Brand equity (Case Study: Merooj Brand)

Author(s)

Abdavi Fatemeh | Abdolalinejad zahra | Issue Writer Certificate

Keywords

Internet advertisingQ2

brand equityQ1

brand associationsQ2

perceived qualityQ2

brand loyaltyQ2

Abstract

Objective: The aim of this study was Consider how the Internet advertising effects on sport brand equity. Methodology: This is a field study and it is descriptive in nature The population was include customers of sport goods brand of Majid in Tabriz that the sample, because of the unlimited population, is inclusive of 348 people based on random sampling. In order to collecting data, the effect of Internet advertising questionnaire Moqimi (1391) and evaluation of brand equity questionnaire based on Aaker (1991) were used. Regression statistical method was used to analyze the data. Results: The results showed that Internet advertising effects on factors of brand equity as perceived quality, brand association, brand loyalty and brand awareness has a significant impact. Conclusion: Managers of companies to promote sport good brand equity should initially identify strengths and weaknesses in their organizations and advertising programs use the Internet as an effective means of communication and advertising.

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APA: Copy

Abdavi, Fatemeh, & Abdolalinejad, zahra. (2018). The effect of internet advertising Brand equity (Case Study: Merooj Brand). SPORT MANAGEMENT AND DEVELOPMENT, 7(2 (14) ), 73-86. SID. https://sid.ir/paper/375249/en

Vancouver: Copy

Abdavi Fatemeh, Abdolalinejad zahra. The effect of internet advertising Brand equity (Case Study: Merooj Brand). SPORT MANAGEMENT AND DEVELOPMENT[Internet]. 2018;7(2 (14) ):73-86. Available from: https://sid.ir/paper/375249/en

IEEE: Copy

Fatemeh Abdavi, and zahra Abdolalinejad, “The effect of internet advertising Brand equity (Case Study: Merooj Brand),” SPORT MANAGEMENT AND DEVELOPMENT, vol. 7, no. 2 (14) , pp. 73–86, 2018, [Online]. Available: https://sid.ir/paper/375249/en

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