The Effect of Marketing Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector
The aim of this research was to prioritize the most important factors that influence brandequity in the software industry. In this regard, the relationships between marketing-mix effort(channel performance, value-oriented price, promotion, and after sales service), corporateimage, three dimensions o...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Isfahan
2013-01-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_id=323&slc_lang=en&sid=1&ftxt=1 |
| _version_ | 1827844454083461120 |
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| author | Saghar Rafiei Manijeh Haghighi Nasab Hamidreza Yazdani |
| author_facet | Saghar Rafiei Manijeh Haghighi Nasab Hamidreza Yazdani |
| author_sort | Saghar Rafiei |
| collection | DOAJ |
| description | The aim of this research was to prioritize the most important factors that influence brandequity in the software industry. In this regard, the relationships between marketing-mix effort(channel performance, value-oriented price, promotion, and after sales service), corporateimage, three dimensions of brand equity (brand awareness with associations, perceivedquality, and brand loyalty), and market performance have been investigated by the structuralequation modeling. A random sampling method among the users of one company`s productsthat not only being user, but also have communication and interaction with the companyrevealed the following findings; the corporate image as a mediator play the most importantrole in the process of brand equity development. After sales service, price, and promotioninfluence on brand equity due to corporate image. Between the dimensions of brand equity,perceived quality and brand loyalty, have a positive and significant effect on brand equity.Therefore, software companies have to put great emphasis on high quality product andcreation of brand loyalty and by this means takes advantage of their corporate image as acompetitive advantage |
| first_indexed | 2024-03-12T08:42:07Z |
| format | Article |
| id | doaj.art-a440a6ce9387483a901d19f0c6d793cf |
| institution | Directory Open Access Journal |
| issn | 2228-7744 |
| language | fas |
| last_indexed | 2024-03-12T08:42:07Z |
| publishDate | 2013-01-01 |
| publisher | University of Isfahan |
| record_format | Article |
| series | تحقیقات بازار یابی نوین |
| spelling | doaj.art-a440a6ce9387483a901d19f0c6d793cf2023-09-02T16:41:05ZfasUniversity of Isfahanتحقیقات بازار یابی نوین2228-77442013-01-0124176197The Effect of Marketing Mix Efforts and Corporate Image on Brand Equity in the IT Software SectorSaghar RafieiManijeh Haghighi NasabHamidreza YazdaniThe aim of this research was to prioritize the most important factors that influence brandequity in the software industry. In this regard, the relationships between marketing-mix effort(channel performance, value-oriented price, promotion, and after sales service), corporateimage, three dimensions of brand equity (brand awareness with associations, perceivedquality, and brand loyalty), and market performance have been investigated by the structuralequation modeling. A random sampling method among the users of one company`s productsthat not only being user, but also have communication and interaction with the companyrevealed the following findings; the corporate image as a mediator play the most importantrole in the process of brand equity development. After sales service, price, and promotioninfluence on brand equity due to corporate image. Between the dimensions of brand equity,perceived quality and brand loyalty, have a positive and significant effect on brand equity.Therefore, software companies have to put great emphasis on high quality product andcreation of brand loyalty and by this means takes advantage of their corporate image as acompetitive advantagehttp://uijs.ui.ac.ir/nmrj/browse.php?a_id=323&slc_lang=en&sid=1&ftxt=1Marketing mixCorporate imageBrand equityDimensions of brand equityIndustrial brandingSoftware |
| spellingShingle | Saghar Rafiei Manijeh Haghighi Nasab Hamidreza Yazdani The Effect of Marketing Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector تحقیقات بازار یابی نوین Marketing mix Corporate image Brand equity Dimensions of brand equity Industrial branding Software |
| title | The Effect of Marketing Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector |
| title_full | The Effect of Marketing Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector |
| title_fullStr | The Effect of Marketing Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector |
| title_full_unstemmed | The Effect of Marketing Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector |
| title_short | The Effect of Marketing Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector |
| title_sort | effect of marketing mix efforts and corporate image on brand equity in the it software sector |
| topic | Marketing mix Corporate image Brand equity Dimensions of brand equity Industrial branding Software |
| url | http://uijs.ui.ac.ir/nmrj/browse.php?a_id=323&slc_lang=en&sid=1&ftxt=1 |
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