Investigating different factors influencing on brand equity
The purpose of this paper is to determine and prioritize factors influencing on brand equity in consumer’s point of view for a case study of Samsung appliance consumers in city of Tehran, Iran. The study investigates the effects of four factors in terms of the customer's perspective, price, adv...
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| Format: | Article |
| Language: | English |
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Growing Science
2014-07-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2014_187.pdf |
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| _version_ | 1850226730838523904 |
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| author | Afsane Zamanimoghadam Karim Hamdi Mandana Sediqi |
| author_facet | Afsane Zamanimoghadam Karim Hamdi Mandana Sediqi |
| author_sort | Afsane Zamanimoghadam |
| collection | DOAJ |
| description | The purpose of this paper is to determine and prioritize factors influencing on brand equity in consumer’s point of view for a case study of Samsung appliance consumers in city of Tehran, Iran. The study investigates the effects of four factors in terms of the customer's perspective, price, advertisement, family and brand image, by dimensions of brand equity, perceived quality, brand awareness, brand association, brand loyalty, on brand equity. The research method is based on a descriptive-survey research. The questionnaire includes Samsung consumers in city of Tehran, Iran. To test the hypotheses, SPSS and LISREL software packages are used. For data analysis, descriptive statistics and inferential statistical tests including structural equation modeling and path analysis are used. The results of the survey have indicated that family and brand image influence positively on brand equity but the effects of advertisement and price on brand equity were not confirmed. |
| format | Article |
| id | doaj-art-f82b4ad6c3564a13aeee41a66a7934c9 |
| institution | OA Journals |
| issn | 1923-2934 1923-9343 |
| language | English |
| publishDate | 2014-07-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj-art-f82b4ad6c3564a13aeee41a66a7934c92025-08-20T02:04:59ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-07-01471391139610.5267/j.msl.2014.6.031Investigating different factors influencing on brand equityAfsane ZamanimoghadamKarim HamdiMandana SediqiThe purpose of this paper is to determine and prioritize factors influencing on brand equity in consumer’s point of view for a case study of Samsung appliance consumers in city of Tehran, Iran. The study investigates the effects of four factors in terms of the customer's perspective, price, advertisement, family and brand image, by dimensions of brand equity, perceived quality, brand awareness, brand association, brand loyalty, on brand equity. The research method is based on a descriptive-survey research. The questionnaire includes Samsung consumers in city of Tehran, Iran. To test the hypotheses, SPSS and LISREL software packages are used. For data analysis, descriptive statistics and inferential statistical tests including structural equation modeling and path analysis are used. The results of the survey have indicated that family and brand image influence positively on brand equity but the effects of advertisement and price on brand equity were not confirmed.http://www.growingscience.com/msl/Vol4/msl_2014_187.pdfBrand equitySamsungCustomer |
| spellingShingle | Afsane Zamanimoghadam Karim Hamdi Mandana Sediqi Investigating different factors influencing on brand equity Management Science Letters Brand equity Samsung Customer |
| title | Investigating different factors influencing on brand equity |
| title_full | Investigating different factors influencing on brand equity |
| title_fullStr | Investigating different factors influencing on brand equity |
| title_full_unstemmed | Investigating different factors influencing on brand equity |
| title_short | Investigating different factors influencing on brand equity |
| title_sort | investigating different factors influencing on brand equity |
| topic | Brand equity Samsung Customer |
| url | http://www.growingscience.com/msl/Vol4/msl_2014_187.pdf |
| work_keys_str_mv | AT afsanezamanimoghadam investigatingdifferentfactorsinfluencingonbrandequity AT karimhamdi investigatingdifferentfactorsinfluencingonbrandequity AT mandanasediqi investigatingdifferentfactorsinfluencingonbrandequity |