BRAND PERSONALITY AND CORPORATE REPUTATION INFLUENCES ON BRAND EQUITY FORMATION

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MOTAMENI ALIREZA; MORADI HADI; HEMMATI AMIN

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Journal: Iranian Journal of Trade Studies Year:2012 | Volume:16 | Issue:63 Page(s): 169-192

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Information Journal Paper

Title

BRAND PERSONALITY AND CORPORATE REPUTATION INFLUENCES ON BRAND EQUITY FORMATION

Author(s)

MOTAMENI ALIREZA | MORADI HADI | HEMMATI AMIN | Issue Writer Certificate

Keywords

BRAND EQUITYQ2

BRAND PERSONALITYQ2

CORPORATE REPUTATIONQ2

STRUCTURAL EQUATION MODELINGQ1

Abstract

By considering the importance of BRAND EQUITY, recognition of effective factors on formation of that can help organization on finding a good strategy in their business. Since BRAND EQUITY can lead to high profits in long term, so exploring the effects of BRAND PERSONALITY and CORPORATE REPUTATION on BRAND EQUITY from consumer’s viewpoint has remarkable importance. This research used 212 questionnaires of the mobile communication service providers customers’ opinions to achieve this goal. For analyzing the data, factor analysis with STRUCTURAL EQUATION MODELING (SEM) were conducted. Results indicate four dimensions for BRAND PERSONALITY and three dimensions for BRAND EQUITY. Research results show that BRAND PERSONALITY and CORPORATE REPUTATION have direct effects on BRAND EQUITY dimensions and also results supports the moderating role of BRAND EQUITY dimensions. Therefore services institutions should consider to create and maintain appropriate BRAND PERSONALITY by focusing on communication and access to the effective public relations, also through promotions and advertising extend own CORPORATE REPUTATION and exert positive impact on consumers brand loyalty.

Cites

INVESTIGATING THE INFLUENCE OF CUSTOMER EQUITY FRAMEWORK ON PURCHASE INTENTION OF LEASING COMPANIE'S CUSTOMERS

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APA: Copy

MOTAMENI, ALIREZA, MORADI, HADI, & HEMMATI, AMIN. (2012). BRAND PERSONALITY AND CORPORATE REPUTATION INFLUENCES ON BRAND EQUITY FORMATION. IRANIAN JOURNAL OF TRADE STUDIES (IJTS), 16(63), 169-192. SID. https://sid.ir/paper/7123/en

Vancouver: Copy

MOTAMENI ALIREZA, MORADI HADI, HEMMATI AMIN. BRAND PERSONALITY AND CORPORATE REPUTATION INFLUENCES ON BRAND EQUITY FORMATION. IRANIAN JOURNAL OF TRADE STUDIES (IJTS)[Internet]. 2012;16(63):169-192. Available from: https://sid.ir/paper/7123/en

IEEE: Copy

ALIREZA MOTAMENI, HADI MORADI, and AMIN HEMMATI, “BRAND PERSONALITY AND CORPORATE REPUTATION INFLUENCES ON BRAND EQUITY FORMATION,” IRANIAN JOURNAL OF TRADE STUDIES (IJTS), vol. 16, no. 63, pp. 169–192, 2012, [Online]. Available: https://sid.ir/paper/7123/en

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