Investigating the effect on brand equity and intention to take online courses on e-learning platforms

Subject Areas : Education

neda tahmasbi roshan ¹ , Aliakbar Aghajani afrozi ² , Abdollah Hamidi Kolaii ³

1 - Assistant Professor of Management, Rahedanesh Institute of Higher Education- Babol - Mazandaran - Iran
2 - Assistant Professor of Business Management, Payame Noor Iran
3 - Master of Business Administration, Rahian Novin Danesh Non-Profit Higher Education Institute

Received: 2022-01-17 Accepted : 2022-05-08 Published : 2023-12-22

Keywords: brand equity, Customer Satisfaction, Brand awareness, e-learning services, Purchase intentio,

Abstract :

The main purpose of this study was to investigate the factors affecting brand equity and the intention to pass online courses on e-learning platforms in high school students in Sari.

This research is descriptive-survey in nature and applied in terms of purpose . The statistical population of this research consists of all high school students in Sari, whose number is 11248. In order to determine the minimum required sample size, one class was calculated from Morgan table by stratified random sampling method of each education area and 384 people were selected as the sample size. To ensure the return of this number of questionnaires, 450 questionnaires in the community Was distributed. The standard questionnaire of Ray et al. (2020) was used to collect information in this study. Structural validity, convergent validity and divergent validity were used to assess validity, and combined reliability (CR) and Cronbach's alpha coefficient were used to calculate reliability. To analyze the data, Kolmogorov-Smirnov test, confirmatory factor analysis and structural equation test were used.Findings from data analysis by Smart PLS software showed that brand presentation, brand external communication and service experience of the brand have a significant positive effect on brand awareness. Also, brand presentation and brand external communication has a significant positive effect on the brand meaning. brand awareness and the brand meaning e has a significant positive effect on brand equity. But brand awareness does not have a significant positive effect on service satisfaction. The service recipient brand experience has a significant positive effect on the service recipient satisfaction. Satisfaction of services and brand equity have a significant positive effect on the intention to take online training courses

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