The effect of sales promotions characteristics on brand equity
In the recent years, retail industry in Iran has faced an increasing competition and this has encouraged the managers of chain stores to find ways to differentiate their own companies. One of the influential factors in this field is brand equity. Concerning this issue, the aim of this paper is to ex...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2014-09-01
|
| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2014_243.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849685663260082176 |
|---|---|
| author | Bahram Jabarzadeh Karbasi Ali Jafari Rad |
| author_facet | Bahram Jabarzadeh Karbasi Ali Jafari Rad |
| author_sort | Bahram Jabarzadeh Karbasi |
| collection | DOAJ |
| description | In the recent years, retail industry in Iran has faced an increasing competition and this has encouraged the managers of chain stores to find ways to differentiate their own companies. One of the influential factors in this field is brand equity. Concerning this issue, the aim of this paper is to examine the effectiveness of sale promotions on the brand equity of ETKA chain stores. Therefore, a sample of 500 people among the customers of these stores in Tehran was examined. The achieved information obtained from the questionnaire was analyzed through structural equation modeling. The results showed that monetary and non-monetary promotions could influence on brand association, brand awareness and the perceived quality. On the other hand, it came out that brand association and the perceived quality are influential on brand loyalty. At last, a few suggestions were presented based on the results of this research. |
| format | Article |
| id | doaj-art-beb9753b7cfc4e40aa3c7540cf66ae55 |
| institution | DOAJ |
| issn | 1923-2934 1923-9343 |
| language | English |
| publishDate | 2014-09-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj-art-beb9753b7cfc4e40aa3c7540cf66ae552025-08-20T03:23:02ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-09-01492107211610.5267/j.msl.2014.8.008The effect of sales promotions characteristics on brand equityBahram Jabarzadeh KarbasiAli Jafari RadIn the recent years, retail industry in Iran has faced an increasing competition and this has encouraged the managers of chain stores to find ways to differentiate their own companies. One of the influential factors in this field is brand equity. Concerning this issue, the aim of this paper is to examine the effectiveness of sale promotions on the brand equity of ETKA chain stores. Therefore, a sample of 500 people among the customers of these stores in Tehran was examined. The achieved information obtained from the questionnaire was analyzed through structural equation modeling. The results showed that monetary and non-monetary promotions could influence on brand association, brand awareness and the perceived quality. On the other hand, it came out that brand association and the perceived quality are influential on brand loyalty. At last, a few suggestions were presented based on the results of this research.http://www.growingscience.com/msl/Vol4/msl_2014_243.pdfSale PromotionsBrand EquityETKAChain StoresIran |
| spellingShingle | Bahram Jabarzadeh Karbasi Ali Jafari Rad The effect of sales promotions characteristics on brand equity Management Science Letters Sale Promotions Brand Equity ETKA Chain Stores Iran |
| title | The effect of sales promotions characteristics on brand equity |
| title_full | The effect of sales promotions characteristics on brand equity |
| title_fullStr | The effect of sales promotions characteristics on brand equity |
| title_full_unstemmed | The effect of sales promotions characteristics on brand equity |
| title_short | The effect of sales promotions characteristics on brand equity |
| title_sort | effect of sales promotions characteristics on brand equity |
| topic | Sale Promotions Brand Equity ETKA Chain Stores Iran |
| url | http://www.growingscience.com/msl/Vol4/msl_2014_243.pdf |
| work_keys_str_mv | AT bahramjabarzadehkarbasi theeffectofsalespromotionscharacteristicsonbrandequity AT alijafarirad theeffectofsalespromotionscharacteristicsonbrandequity AT bahramjabarzadehkarbasi effectofsalespromotionscharacteristicsonbrandequity AT alijafarirad effectofsalespromotionscharacteristicsonbrandequity |