Effects on Consumer-Based Brand Equity: Evaluation of Factors

Subject Areas : Jounal of Marketing Management

A. H. Ebrahimi ¹ , B. kheiry ² , S. Yadegari ³

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Received: 2013-09-22 Accepted : 2013-09-22 Published : 2009-09-23

Keywords: family, brand awareness, brand associations, perceived quality, Brand Loyalty, Brand Equity,

Abstract :

Brand Equity in International brand variety will be evaluated annually by a reliable global organization, but assessment from customers’ points of view is very important and considerable. As companies’ eventual success and survival depends on customers, therefore brand equity role is higher than physical assets, which indicates the importance of the subject. The Gil et al. Model is used by Aaker and You researches, which have experience in Spain, and for the first time, family variables have been examined in this experience. The cultural, community, psychological, and environmental differences of the different countries are considered in this study. It estimates effective elements on brand equity based on customers’ opinions that include price factors, advertising, and family promotion through evaluating brand equity dimension on customer’s realization from brand associations, loyalty, and quality. Our survey is based on simple random sampling procedure from Refah Chain Stores’ consumers in Tehran. Spiermn Unification ratio method in theory experiment and …s Analyze path for the consideration of direct and indirect influence on brand equity is employed in this survey. The results of this study indicate that price, family, advertising, and distribution have indirect influence on brand equity. Familiarity with the brand and perceived quality have direct impact on loyalty and brand equity as well. Finally, family has been recognized as the most influential element in increasing brand equity.