The effects of marketing mix elements on Brand equity
With increasing competition and raising phenomena such as global markets, the domestic industries of each country in order to stay in this area should increase their competitive advantage. Brand value is One of the strategic tools that causes commitment and frequency of consumption, increasing econo...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Isfahan
2012-01-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_id=444&sid=1&slc_lang=en |
| _version_ | 1827887668804976640 |
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| author | Soleyman Iranzadeh Aida Ranjbar Naser Poursadegh |
| author_facet | Soleyman Iranzadeh Aida Ranjbar Naser Poursadegh |
| author_sort | Soleyman Iranzadeh |
| collection | DOAJ |
| description | With increasing competition and raising phenomena such as global markets, the domestic industries of each country in order to stay in this area should increase their competitive advantage. Brand value is One of the strategic tools that causes commitment and frequency of consumption, increasing economic value for shareholders and expand economic activity beyond the geographic boundaries. It is essential to investigate how the marketing mix elements effect brand value, because of brand importance. In this study, we tried to examine marketing mix effect on brand equity in company of a shirin asal. so we explore relationships between marketing mix of product, price, promotion and distribution as exogenous variables and on the brand equity of the brand awareness / associations, brand loyalty and perceived quality as the theory of endogenous variables. The information collected with Cluster sampling in stores offering products of this company from consumer and was examined using structural equation analysis. Structural equation analysis suggests two elements product and price impact Brand equity. Two-element distribution and promotional activities of the factors influencing awareness / associations. |
| first_indexed | 2024-03-12T20:21:54Z |
| format | Article |
| id | doaj.art-e59cde88af044bd181e8254a9a78e8b5 |
| institution | Directory Open Access Journal |
| issn | 2228-7744 |
| language | fas |
| last_indexed | 2024-03-12T20:21:54Z |
| publishDate | 2012-01-01 |
| publisher | University of Isfahan |
| record_format | Article |
| series | تحقیقات بازار یابی نوین |
| spelling | doaj.art-e59cde88af044bd181e8254a9a78e8b52023-08-02T00:55:03ZfasUniversity of Isfahanتحقیقات بازار یابی نوین2228-77442012-01-0123The effects of marketing mix elements on Brand equitySoleyman IranzadehAida RanjbarNaser PoursadeghWith increasing competition and raising phenomena such as global markets, the domestic industries of each country in order to stay in this area should increase their competitive advantage. Brand value is One of the strategic tools that causes commitment and frequency of consumption, increasing economic value for shareholders and expand economic activity beyond the geographic boundaries. It is essential to investigate how the marketing mix elements effect brand value, because of brand importance. In this study, we tried to examine marketing mix effect on brand equity in company of a shirin asal. so we explore relationships between marketing mix of product, price, promotion and distribution as exogenous variables and on the brand equity of the brand awareness / associations, brand loyalty and perceived quality as the theory of endogenous variables. The information collected with Cluster sampling in stores offering products of this company from consumer and was examined using structural equation analysis. Structural equation analysis suggests two elements product and price impact Brand equity. Two-element distribution and promotional activities of the factors influencing awareness / associations.http://uijs.ui.ac.ir/nmrj/browse.php?a_id=444&sid=1&slc_lang=enmarketing mixbrand equitybrand loyaltybrand awarenessperceived quality |
| spellingShingle | Soleyman Iranzadeh Aida Ranjbar Naser Poursadegh The effects of marketing mix elements on Brand equity تحقیقات بازار یابی نوین marketing mix brand equity brand loyalty brand awareness perceived quality |
| title | The effects of marketing mix elements on Brand equity |
| title_full | The effects of marketing mix elements on Brand equity |
| title_fullStr | The effects of marketing mix elements on Brand equity |
| title_full_unstemmed | The effects of marketing mix elements on Brand equity |
| title_short | The effects of marketing mix elements on Brand equity |
| title_sort | effects of marketing mix elements on brand equity |
| topic | marketing mix brand equity brand loyalty brand awareness perceived quality |
| url | http://uijs.ui.ac.ir/nmrj/browse.php?a_id=444&sid=1&slc_lang=en |
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