Providing a model for explaining retailers based brand equity
There are plenty of researches that have investigated brand equity from consumer’s perspective, but rarely Researchers investigated brand equity from the point of view of retailers. However, a large number of products is not sold directly to consumers, but delivered indirectly through retailers. Re...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
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University of Isfahan
2012-09-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-280-1&slc_lang=en&sid=1 |
| _version_ | 1797717848432312320 |
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| author | Hamid Shabandarzadeh Alireza Ziaei Bide |
| author_facet | Hamid Shabandarzadeh Alireza Ziaei Bide |
| author_sort | Hamid Shabandarzadeh |
| collection | DOAJ |
| description | There are plenty of researches that have investigated brand equity from consumer’s perspective, but rarely Researchers investigated brand equity from the point of view of retailers. However, a large number of products is not sold directly to consumers, but delivered indirectly through retailers. Retailers also have the ability to significantly influence consumers’ purchase decisions. The purpose of this study was investigating retailer based brand equity and also identifying key components affecting it.
Required data were collected through a questionnaire survey among ceramic tile retailer in Yazd and Shiraz. Structural Equation modeling and partial least squares statistical method were used to test the hypothesis. The results of this study indicate that manufacture supports, consumer expectation and financial benefit have significant effect on retailer based brand equity through brand satisfaction. |
| first_indexed | 2024-03-12T08:42:23Z |
| format | Article |
| id | doaj.art-e2308423e62a4934ab41a7393452a914 |
| institution | Directory Open Access Journal |
| issn | 2228-7744 |
| language | fas |
| last_indexed | 2024-03-12T08:42:23Z |
| publishDate | 2012-09-01 |
| publisher | University of Isfahan |
| record_format | Article |
| series | تحقیقات بازار یابی نوین |
| spelling | doaj.art-e2308423e62a4934ab41a7393452a9142023-09-02T16:41:23ZfasUniversity of Isfahanتحقیقات بازار یابی نوین2228-77442012-09-0122107122Providing a model for explaining retailers based brand equityHamid Shabandarzadeh0Alireza Ziaei Bide1 Persian Gulf University Persian Gulf University There are plenty of researches that have investigated brand equity from consumer’s perspective, but rarely Researchers investigated brand equity from the point of view of retailers. However, a large number of products is not sold directly to consumers, but delivered indirectly through retailers. Retailers also have the ability to significantly influence consumers’ purchase decisions. The purpose of this study was investigating retailer based brand equity and also identifying key components affecting it. Required data were collected through a questionnaire survey among ceramic tile retailer in Yazd and Shiraz. Structural Equation modeling and partial least squares statistical method were used to test the hypothesis. The results of this study indicate that manufacture supports, consumer expectation and financial benefit have significant effect on retailer based brand equity through brand satisfaction.http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-280-1&slc_lang=en&sid=1Brand Equity Retailer Brand Satisfaction Structural Equitation Modeling Partial Least Squares |
| spellingShingle | Hamid Shabandarzadeh Alireza Ziaei Bide Providing a model for explaining retailers based brand equity تحقیقات بازار یابی نوین Brand Equity Retailer Brand Satisfaction Structural Equitation Modeling Partial Least Squares |
| title | Providing a model for explaining retailers based brand equity |
| title_full | Providing a model for explaining retailers based brand equity |
| title_fullStr | Providing a model for explaining retailers based brand equity |
| title_full_unstemmed | Providing a model for explaining retailers based brand equity |
| title_short | Providing a model for explaining retailers based brand equity |
| title_sort | providing a model for explaining retailers based brand equity |
| topic | Brand Equity Retailer Brand Satisfaction Structural Equitation Modeling Partial Least Squares |
| url | http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-280-1&slc_lang=en&sid=1 |
| work_keys_str_mv | AT hamidshabandarzadeh providingamodelforexplainingretailersbasedbrandequity AT alirezaziaeibide providingamodelforexplainingretailersbasedbrandequity |