Investigating the effect of brand equity on brand competitiveness with the mediating role of customer life cycle (case study:tejarat bank branches in Islamshahr)
Subject Areas : Commercial Management
Mostafa Maneshi
1
(Azad University Shahr-e Qods Department)
farzad Asayesh
2
(Business management; Shahr-e-Gods branch; Tehran. Iran)
Keywords:
Abstract :
The purpose of this study is to study the effect of brand equity on brand competitiveness with the mediating role of customer life cycle. To achieve this goal, after studying the findings of previous research in the form of theoretical foundations of research, the framework is presented. The method of the present research is applied in terms of purpose and in terms of data collection is considered as a descriptive-survey research. In order to conduct a field study in the present study, the statistical population including all customers of Tejarat Bank Islamshahr whose number is unlimited has been used. For example, according to the population of the Morgan table, 385 people have been selected as a sample. In addition to library studies, the data collection tool is a questionnaire whose validity has been confirmed using confirmatory factor analysis and its reliability has been confirmed by Cronbach's alpha method. To analyze the dimensions of the conceptual framework, the method of confirmatory factor analysis and also to investigate the relationship between the dimensions of the research framework, the structural equation modeling (SEM) approach using LISREL software has been used. Research findings show brand awareness on brand competitiveness No effect, brand association does not affect brand competitiveness, perceived brand quality does not affect brand competitiveness, tendency to widely accept the brand does not affect brand competitiveness, brand awareness affects customer life cycle, brand association affects life cycle The customer is affected, the perceived quality of the brand affects the customer life cycle.
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