Effect of Mobile Marketing on Customer-oriented Brand Equity in Insurance Industry
According to privatization of insurance companies and regarding the competitive climate over insurance industry in next years, undoubtedly there are some effective factors to obtain a proper place in customers’ mind such that they remain loyal to the insurance company. One of these is ‘brand equity’...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Mashhad: Behzad Hassannezhad Kashani
2016-03-01
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| Series: | International Journal of Management, Accounting and Economics |
| Subjects: | |
| Online Access: | https://www.ijmae.com/article_115278_b64ace2fac3fd615c45f9314917ae7ff.pdf |
| _version_ | 1797690333538025472 |
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| author | Mahin Ghaleno Mehdi Zavareh Elham Bahrami |
| author_facet | Mahin Ghaleno Mehdi Zavareh Elham Bahrami |
| author_sort | Mahin Ghaleno |
| collection | DOAJ |
| description | According to privatization of insurance companies and regarding the competitive climate over insurance industry in next years, undoubtedly there are some effective factors to obtain a proper place in customers’ mind such that they remain loyal to the insurance company. One of these is ‘brand equity’. The purpose of this paper is to study the effect of mobile marketing on creating and enhancing brand equity dimensions. Brand equity is a multidimensional notion that may be increased by enhanced dimensions. In this regard, mobile marketing and customer-oriented brand equity are defined according to Aaker model. This is a descriptive field study as it states research title and deals with it through descriptive data; in addition, the relationship between mobile marketing and brand equity dimensions are investigated using a researcher made 24-item questionnaire. The questionnaire’s reliability (74%) was determined by Cronbach alpha coefficient. Research statistical population was clients of insurance industry. Since the population was infinite, research sample included 384 individuals measured by Cochran formula. Collected data were analyzed using analytical statistics. The significance relationship between research variables was tested by Pearson correlation coefficient and regression analysis through SPSS software. Results indicate that mobile marketing is one of effective factors influencing awareness, association and perceived quality. Moreover, mobile customer relationship management (CRM) causes increased customer loyalty and provides the opportunity for the return of. As a result, insurers, in order to increase the value of brand equity, must invest on mobile marketing. |
| first_indexed | 2024-03-12T01:58:04Z |
| format | Article |
| id | doaj.art-4594115ede604716bb1f6cf756a766f2 |
| institution | Directory Open Access Journal |
| issn | 2383-2126 |
| language | English |
| last_indexed | 2024-03-12T01:58:04Z |
| publishDate | 2016-03-01 |
| publisher | Mashhad: Behzad Hassannezhad Kashani |
| record_format | Article |
| series | International Journal of Management, Accounting and Economics |
| spelling | doaj.art-4594115ede604716bb1f6cf756a766f22023-09-07T21:55:54ZengMashhad: Behzad Hassannezhad KashaniInternational Journal of Management, Accounting and Economics2383-21262016-03-0133185201115278Effect of Mobile Marketing on Customer-oriented Brand Equity in Insurance IndustryMahin Ghaleno0Mehdi Zavareh1Elham Bahrami2Department of Business Management, University of Sistan and Baluchestan, Zahedan, IranDepartment of Business Management, Farabi Campus, University of Tehran, Qom, IranDepartment of Computer Engineering, Qazvin Branch, Islamic Azad University, Qazvin, IranAccording to privatization of insurance companies and regarding the competitive climate over insurance industry in next years, undoubtedly there are some effective factors to obtain a proper place in customers’ mind such that they remain loyal to the insurance company. One of these is ‘brand equity’. The purpose of this paper is to study the effect of mobile marketing on creating and enhancing brand equity dimensions. Brand equity is a multidimensional notion that may be increased by enhanced dimensions. In this regard, mobile marketing and customer-oriented brand equity are defined according to Aaker model. This is a descriptive field study as it states research title and deals with it through descriptive data; in addition, the relationship between mobile marketing and brand equity dimensions are investigated using a researcher made 24-item questionnaire. The questionnaire’s reliability (74%) was determined by Cronbach alpha coefficient. Research statistical population was clients of insurance industry. Since the population was infinite, research sample included 384 individuals measured by Cochran formula. Collected data were analyzed using analytical statistics. The significance relationship between research variables was tested by Pearson correlation coefficient and regression analysis through SPSS software. Results indicate that mobile marketing is one of effective factors influencing awareness, association and perceived quality. Moreover, mobile customer relationship management (CRM) causes increased customer loyalty and provides the opportunity for the return of. As a result, insurers, in order to increase the value of brand equity, must invest on mobile marketing.https://www.ijmae.com/article_115278_b64ace2fac3fd615c45f9314917ae7ff.pdfmobile marketingbrand equitybrand loyaltybrand association |
| spellingShingle | Mahin Ghaleno Mehdi Zavareh Elham Bahrami Effect of Mobile Marketing on Customer-oriented Brand Equity in Insurance Industry International Journal of Management, Accounting and Economics mobile marketing brand equity brand loyalty brand association |
| title | Effect of Mobile Marketing on Customer-oriented Brand Equity in Insurance Industry |
| title_full | Effect of Mobile Marketing on Customer-oriented Brand Equity in Insurance Industry |
| title_fullStr | Effect of Mobile Marketing on Customer-oriented Brand Equity in Insurance Industry |
| title_full_unstemmed | Effect of Mobile Marketing on Customer-oriented Brand Equity in Insurance Industry |
| title_short | Effect of Mobile Marketing on Customer-oriented Brand Equity in Insurance Industry |
| title_sort | effect of mobile marketing on customer oriented brand equity in insurance industry |
| topic | mobile marketing brand equity brand loyalty brand association |
| url | https://www.ijmae.com/article_115278_b64ace2fac3fd615c45f9314917ae7ff.pdf |
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