Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints)
Lack of appropriate strategies to enhance brand equity of Internet companies needs particular attention in Iran. The aim of this research is to study factors influencing on the brand equity of internet companies. The study is descriptive-survey type. At first, different factors influencing on brand...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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University of Tehran
2012-09-01
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| Series: | Journal of Information Technology Management |
| Subjects: | |
| Online Access: | https://jitm.ut.ac.ir/article_28414_b68fe8a406982dbb26a146e9cf9f174f.pdf |
| _version_ | 1811248491777753088 |
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| author | Mahmood Mohammadian Zohreh Dehdashti Arash Jalalzadeh Moghaddam Shahri |
| author_facet | Mahmood Mohammadian Zohreh Dehdashti Arash Jalalzadeh Moghaddam Shahri |
| author_sort | Mahmood Mohammadian |
| collection | DOAJ |
| description | Lack of appropriate strategies to enhance brand equity of Internet companies needs particular attention in Iran. The aim of this research is to study factors influencing on the brand equity of internet companies. The study is descriptive-survey type. At first, different factors influencing on brand equity were defined. Then the hypothesis was examined via regression analysis (Partial Least Squares Modeling). After that the results were analyzed and discussed. The statistical population was the students of Allameh Tabataba’i University who have had at least one experience of internet shopping. To collect the primary data, questionnaires were distributed and the population was selected using available stratified sampling method; both paper and online questionnaire were used .After collecting acceptable questionnaires, the statistical methods such as Partial Least Squares analysis and Friedman test were used. The finding shows that among factors influencing on brand equity, marketing communication and customer's services had priority. Other factors which affect the brand equity were brand awareness, perceived quality of brand and interactivity. |
| first_indexed | 2024-04-12T15:29:04Z |
| format | Article |
| id | doaj.art-4d449e7163fc4ff1b01f18c6e9a351c6 |
| institution | Directory Open Access Journal |
| issn | 2008-5893 2423-5059 |
| language | fas |
| last_indexed | 2024-04-12T15:29:04Z |
| publishDate | 2012-09-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | Journal of Information Technology Management |
| spelling | doaj.art-4d449e7163fc4ff1b01f18c6e9a351c62022-12-22T03:27:10ZfasUniversity of TehranJournal of Information Technology Management2008-58932423-50592012-09-0141218721210.22059/jitm.2012.2841428414Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints)Mahmood Mohammadian0Zohreh Dehdashti1Arash Jalalzadeh Moghaddam Shahri2استادیار دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، ایراناستادیار دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، ایرانکارشناسارشد مدیریت بازرگانی گرایش بازرگانی بینالملل دانشگاه علامه طباطبائی، ایرانLack of appropriate strategies to enhance brand equity of Internet companies needs particular attention in Iran. The aim of this research is to study factors influencing on the brand equity of internet companies. The study is descriptive-survey type. At first, different factors influencing on brand equity were defined. Then the hypothesis was examined via regression analysis (Partial Least Squares Modeling). After that the results were analyzed and discussed. The statistical population was the students of Allameh Tabataba’i University who have had at least one experience of internet shopping. To collect the primary data, questionnaires were distributed and the population was selected using available stratified sampling method; both paper and online questionnaire were used .After collecting acceptable questionnaires, the statistical methods such as Partial Least Squares analysis and Friedman test were used. The finding shows that among factors influencing on brand equity, marketing communication and customer's services had priority. Other factors which affect the brand equity were brand awareness, perceived quality of brand and interactivity.https://jitm.ut.ac.ir/article_28414_b68fe8a406982dbb26a146e9cf9f174f.pdfBrand equityCustomer's ServicesInternet CompanyMarketing Communication |
| spellingShingle | Mahmood Mohammadian Zohreh Dehdashti Arash Jalalzadeh Moghaddam Shahri Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints) Journal of Information Technology Management Brand equity Customer's Services Internet Company Marketing Communication |
| title | Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints) |
| title_full | Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints) |
| title_fullStr | Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints) |
| title_full_unstemmed | Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints) |
| title_short | Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints) |
| title_sort | prioritizing factors affecting internet companies brand equity allame tabatabayi university s students viewpoints |
| topic | Brand equity Customer's Services Internet Company Marketing Communication |
| url | https://jitm.ut.ac.ir/article_28414_b68fe8a406982dbb26a146e9cf9f174f.pdf |
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