The effect of product innovation features and brand communication on brand equity (Case study: Ramand Hungarian Mushroom Cultivation and Industry Company)

Subject Areas : Jounal of Marketing Management

faranak khodayari ¹ , behnaz khodayari ² , leyla sheikhlar ³

1 -  Assistant Professor, Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran
2 - Assistant Professor, Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran
3 - The present study investigates the effect of product innovation and brand communication on brand equity in Ramandh-e-Hungarian Musher Company. The research method is descriptive and survey type. The statistical population of the study

Received: 2020-05-16 Accepted : 2020-09-04 Published : 2020-11-21

Keywords: tangibility, compatibility, Brand Equity, relative advantages, Product features,

Abstract :

The present study investigates the effect of product innovation and brand communication on brand equity in Ramandh-e-Hungarian Musher Company. The research method is descriptive and survey type. The statistical population of the study includes all customers and sales representatives who use some services from the company of cultivating and cultivating the Ramadan mushroom (buds). The sample size was determined using 386 people's unlimited formulas and the method of sampling this study Random is simple. The research data were collected using library and field method and the tools used in the questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha (0.844) and the validity of the tool was confirmed by the content method. The research data were analyzed by statistical, descriptive and inferential statistics using LISREL software. The results of this research indicate that the relative advantage, compatibility and tangibility of brand equity have a positive effect. However, the impact of tangibility on brand equity is not significant. Also, the impact of customer-based communication and company-based communications has been reported on the brand's significant value.

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