INVESTIGATING THE IMPACT OF MARKETING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT ON BRAND EQUITY DIMENSIONS

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Meayar Shaban

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Seminar Paper

Paper Information

Seminar: CONFERENCE ON NEW CREATIVE IDEAS MANAGEMENT, ACCOUNTING LEGAL AND SOCIAL STUDIES
Year:2018 | Issue:1

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Title

INVESTIGATING THE IMPACT OF MARKETING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT ON BRAND EQUITY DIMENSIONS

Author(s)

Meayar Shaban

Keywords

CUSTOMER RELATIONSHIP MANAGEMENT

MARKETING MIX

BRAND EQUITY

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Abstract

THE PURPOSE OF THIS RESEARCH IS TO INVESTIGATE THE IMPACT OF MARKETING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT ON BRAND EQUITY DIMENSIONS. THIS IS AN APPLIED RESEARCH IN TERMS OF PURPOSE AND A DESCRIPTIVE-SURVEY RESEARCH IN TERMS OF METHOD. THE STATISTICAL POPULATION OF THIS STUDY WAS SELECTED AMONG THE CONSUMERS OF THE TWO PHARMACEUTICAL AND COSMETIC INDUSTRIES, AMONG WHOM AS MANY AS 240 QUESTIONNAIRES WERE DISTRIBUTED FOR DATA COLLECTION. THE ANALYSIS OF THE OBTAINED DATA SHOWS THAT COMMUNICATION MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT PLAY AN IMPORTANT ROLE IN INCREASING BRAND EQUITY, AND CONSUMER AWARENESS OF BRAND IS ONE OF THE KEY DIMENSIONS THAT PLAYS THE SUPPORTING ROLE IN THE INTERACTION AMONG OTHER DIMENSIONS AND CREATES BRAND LOYALTY. IT SHOULD BE NOTED THAT THE RESULTS OF THIS RESEARCH CAN HELP MARKETING MANAGERS OF ORGANIZATIONS AND COMPANIES TO IMPROVE THEIR DECISION-MAKING QUALITY.

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APA: Copy

Meayar, Shaban. (2018). INVESTIGATING THE IMPACT OF MARKETING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT ON BRAND EQUITY DIMENSIONS. CONFERENCE ON NEW CREATIVE IDEAS MANAGEMENT, ACCOUNTING LEGAL AND SOCIAL STUDIES. SID. https://sid.ir/paper/948923/en

Vancouver: Copy

Meayar Shaban. INVESTIGATING THE IMPACT OF MARKETING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT ON BRAND EQUITY DIMENSIONS. 2018. Available from: https://sid.ir/paper/948923/en

IEEE: Copy

Shaban Meayar, “INVESTIGATING THE IMPACT OF MARKETING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT ON BRAND EQUITY DIMENSIONS,” presented at the CONFERENCE ON NEW CREATIVE IDEAS MANAGEMENT, ACCOUNTING LEGAL AND SOCIAL STUDIES. 2018, [Online]. Available: https://sid.ir/paper/948923/en

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