Structural Equation Modeling Approach in Explaining the Effect of Experience, Trust and Brand Loyalty on Brand Equity

Subject Areas : Jounal of Marketing Management

M. Dehghani Soltani ¹ , E. Mohammadi ² , Y. Pour Ashraf ³ , K. Sayeh Miri ⁴ , E. Ghahri Shirinabadi ⁵

1 - دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه ایلام
2 - گروه مدیریت بازرگانی، دانشگاه ایلام
3 - گروه مدیریت بازرگانی، دانشگاه ایلام
4 - مرکز تحقیقات پیشگیری از آسیب¬های روانی اجتماعی، دانشکده پزشکی، دانشگاه علوم پژشکی ایلام
5 - دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات ایلام، ایلام، ایران

Received: 2014-03-08 Accepted : 2014-03-08 Published : 2014-02-20

Keywords: brand experience, Brand trust, Brand Loyalty, Brand Equity,

Abstract :

In today’s global market, strong brands do the first, perhaps because the brands are the important relation for customer relationship management in companies. This study aims to investigate the effect of experience, trust and brand loyalty on brand equity tires which has done in the city of Kerman. The population in this study is Barez tire of consumer in Kerman. To obtain this sample size, we used random sampling method. The data collection tool in this study is a standard questionnaire and for reliability of this questionnaire, Cronbach's alpha coefficient is used. For data analysis in descriptive statistics section, the statistical parameters such as frequency, and charts and diagrams and also in inferential statistical section, tests K-M, univariate analysis of variance, comparing two population means, regression and Confirmatory Factor Analysis and structural equation modeling existing in the software package SPSS and LISREL are used. The results show experience, trust and brand loyalty significantly affects the brand equity. However, this effect of factor, Brand Loyalty is more than any other factors.