Examining the Effect of Perceived Brand Innovativeness on Customer-Based Brand Equity

Subject Areas : Marketing

Seyed Mohammad Saleh Hashemi Apourvari ¹ , yaser sobhanifard ² , Mohammad Hossein Maziarfar ³

1 - M.B.A of Iran university of science and technology, Tehran, Iran,[e-mail].
2 - Assistant professor,Iran University of Science and Technology, Iran
3 - MA of Technology Management, Iran university of science and technology, Iran

Received: 2023-05-17 Accepted : 2023-08-11 Published : 2023-01-01

Keywords: Perceived innovativeness, Customer-Based brand equity, brand awareness, brand associations, perceived quality,

Abstract :

This research investigates the effects of Customer-perceived brand innovativeness (C.P.B.I.) on Customer-Based brand equity (C.B.B.E.). The research consists of four main phases. In the first step, the factors affecting the subject were extracted through the study of research literature. By studying the research literature and examining the theoretical framework, the influencing factors are divided into five dimensions of C.P.B.I., brand awareness, brand association, perceived quality of the brand, and brand loyalty. The concept of C.P.B.I. including 13 parameters and the concept of C.B.B.E. including 23 parameters were introduced as final factors. Therefore, the conceptual model of the research was presented based on the extracted factors. In the second step, the final research questionnaire was designed and distributed among 290 Iranian mobile phone users. Examining the results of completing the questionnaires and analyzing descriptive statistics data was done in the third step. Finally, using the structural equation method and SmartPLS 3 software, the factors' effect and the research model's validity were investigated. The first study of the effect of CPBI on CBBE with a wide scope is done in this research. Also, presenting the research model and checking the validation of the model adds to the value of the research.