The Effect of Consumers' Perception of the Country Originating a Brand on Particular Equity of Products Brand
الموضوعات :
عباسعلی کدیور
1
(
دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه آزاد علوم و تحقیقات واحد ساوه
)
الکلمات المفتاحية: Brand Loyalty, Brand, Consumer, Brand Associations,
ملخص المقالة :
The effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. Questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision about management strategies of the customers. The measurement tool of this research is a questionnaire made by the researcher consisted of 20 questions based on Likert 5-item spectrum in four sections in which, by using Cronbach's alpha, the reliability of the hypotheses perceived quality, brand, knowledge of the brand, brand loyalty and brand associations are 0.957, 0.924, 0.934 and 0.922 respectively. The research validity is examined and confirmed through content validity. To analyze the data collected through the statistics inside and outside of the country, structural equation modeling and the software SPSS and Liser are used. The findings represent that the experts agree on the importance of the hypotheses. The mean of the importance of each hypothesis is moderate to high.
