The Impact of Selected Marketing Mix on the Purchase Intention of Customers with Mediating Effect of Brand Equity (Case Study: Hacoupian Clothing Company)
Subject Areas : Commercial Management
Seyed Ahmad Mortazavi Nir
1
,
Ehsan Ahadmotlaghi
2
1 - MBA student, Payam-e-Noor University, Tehran, Iran
2 - PhD in Business Administration and Professor, Payam-e-Noor University, Tehran, Iran
Keywords: purchase intention, Brand Image, brand equity, marketing mix efforts,
Abstract :
In today's competitive world, organizations need to use advanced marketing knowledge, techniques, and research to survive. This study, which is of applied and survey type, aimed to investigate the relationships between selected marketing mix efforts (product and price), customers' purchase intention, and brand equity (brand awareness and associations, perceived quality, and brand loyalty). The marketing mix components are the company's key efforts to sell, and the customer's purchase intention is their likely outcome. Also, the dimensions of brand equity have been placed as a mediator between marketing mix efforts and customer purchase intention. Our statistical population is the customers of Hacoupian Clothing Company, and based on Morgan's table, 437 of them were selected by simple random sampling. In addition to library studies, the data collection tool was a questionnaire whose validity was confirmed using confirmatory factor analysis and its reliability was confirmed through Cronbach's test. Structural equation modeling (SEM) with PLS technique has been used to measure research hypotheses. The findings of this research, extracted using SPSS and SmartPLS software, show the positive and significant impact of the product and price components of the marketing mix efforts of Hacoupian Co. on all three dimensions of its brand equity. All three dimensions of brand equity also affect positively customers' purchase intentions. Also, the product and its price do not directly affect the purchase intention of customers of Hacoupian Co. and only lead to the purchase of customers due to its brand equity. One of the most important results of the research is that the current sales of the Hacoupian Co. owes to its past branding; This branding has been created by various efforts, the most important of which is the previous marketing mix.
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