The effect of brand equity to attract new customers and retain existing customers (the case of food products Calais)

Subject Areas : Jounal of Marketing Management

hosein vazifehdust ¹ , behrooz gholipoor ² , hamed abbasi ³

1 - Associate Professor, Department of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Ph.D. Student Of Financial Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Master of Business Administration, Malayer Branch, Islamic Azad University, Malayer, Iran

Received: 2016-01-10 Accepted : 2018-12-04 Published : 2016-05-21

Keywords: brand awareness, Brand Equity, perceived quality, brand Popularity and brand uniqueness, image brand, Brand Loyalty,

Abstract :

Both the customer and organization using advantages of brand .when that consumers experience a brand, they feel more comfortable with it and tend to use the product is above. Trade names are information about product quality, performance and other aspects of the product. Brands cause customers to incur less risk. Branding gives meaning to their owners and can be considered part of their wealth. Brand is a key concept in marketing circles, it can be used as a springboard that can take your business forward successfully and give you a competitive advantage. Therefore, because of brands importance in influencing the client's marketing and branding, this paper examines the impact of brand equity on attract new customers and retains existing customers. Conceptual framework of this study design according to the study of "Acker"&"mishra" and dimensions of brand equity including brand loyalty, perceived quality, brand awareness ,image brand, brand Popularity ,brand uniqueness and are unbiased According to this model, the impact of each dimension on attract new customers and retains existing customers were studied. According to this model, 12 hypotheses have been proposed. The study population consisted of "Kalle company" in Iran that managers and marketing experts have in the company. Number of samples included in this study is 72members. The data collection tool was a questionnaire which reliability and validity have been confirmed. In order to analyze the data and rating scale, the binomial test and the Friedman test was used. With regard to the results 10 numbers of hypothesis confirmed and just two of them are rejected. We conclude that brand popularity has greatest impact on attract new customer and brand loyalty maximum impact on retains existing customers.