ABSTRACT: Brand Are among the most valuable assets of a firm is considered. Attention to concepts such as brand equity, brand management and customer will result in achieving good rankings in mind. the role of Brands in the growing recognition of the company's product i More
ABSTRACT: Brand Are among the most valuable assets of a firm is considered. Attention to concepts such as brand equity, brand management and customer will result in achieving good rankings in mind. the role of Brands in the growing recognition of the company's product in the market today, is undeniable. The purpose of this study was to evaluate the customer value and customer perspectives to examine whether this is a valid method for evaluating the subjectivity and objectivity customers to buy the company provides or not? Moreover, this framework provides a systematic way to better resource allocation will attract customers? Does this marketing strategy with the aim of identifying factors affecting brand equity and equity compliance, facilitate and develop? In this study a questionnaire was used to investigate these questions and hypotheses. The reliability was confirmed by Cronbach's alpha coefficient. Content validity was also reviewed and approved through cvr. The study population consisted of all the customers are chosen vehicle leasing company. 400 as well as the customer will be sampled and studied. In order to test the hypotheses of this study were used AMOS software. The results showed that only the relationship between willingness to buy and willingness to buy, and the relationship between brand equity and equity compliance was not confirmed. KEY WORDS: Customer equity, utility equity , relation equity , brand equity , customer purchase intention, leasing company; customer equity framework
Manuscript profile
The aim of this study was to investigate the effect of marketing efforts on social media on customer equity through objective equity, communication equity and brand equity among customers of luxury brands in Mashhad clothing market. This research is applied in terms of More
The aim of this study was to investigate the effect of marketing efforts on social media on customer equity through objective equity, communication equity and brand equity among customers of luxury brands in Mashhad clothing market. This research is applied in terms of purpose and descriptive-analytical in terms of nature and method. The statistical population is all customers of luxury brands of Mashhad clothing market equal to 530 people who were selected with Cochran's formula equal to 384 samples and by simple random sampling. The data collection tool was a questionnaire whose content validity was assessed using professors' opinions and its construct validity was assessed using confirmatory factor analysis. Cronbach's alpha coefficient greater than 70% for different constructs of the questionnaire confirmed its stability. Structural equation modeling and hierarchical regression were used to test the hypotheses. The results showed that social media marketing activities both directly and indirectly, i.e. through objective equity, communication equity and brand equity, affect customers' equity. Also, the effect of objective equity, communication equity and brand equity on customer equity was also confirmed.
Manuscript profile
Brand Are among the most valuable assets of a firm is considered. Attention to concepts such as brand equity, brand management and customer will result in achieving good rankings in mind. The role of Brands in the growing recognition of the company's product in the mark More
Brand Are among the most valuable assets of a firm is considered. Attention to concepts such as brand equity, brand management and customer will result in achieving good rankings in mind. The role of Brands in the growing recognition of the company's product in the market today, is undeniable. The purpose of this study was to evaluate the customer value and customer perspectives to examine whether this is a valid method for evaluating the subjectivity and objectivity customers to buy the company provides or not? Moreover, this framework provides a systematic way to better resource allocation will attract customers? Does this marketing strategy with the aim of identifying factors affecting brand equity and equity compliance, facilitate and develop? In this study a questionnaire was used to investigate these questions and hypotheses. The reliability was confirmed by Cronbach's alpha coefficient. Content validity was also reviewed and approved through CVR. The study population consisted of all the customers are chosen vehicle leasing company. 400 as well as the customer will be sampled and studied. In order to test the hypotheses of this study were used AMOS software. The results showed that only the relationship between willingness to buy and willingness to buy, and the relationship between brand equity and equity compliance was not confirmed.
Manuscript profile
Recently, customer equity is proposed by researchers as an important factor for the successful marketing. This includes chain restaurant industry too. There are different models considering the customer equity through three main factors as relationship equity, bra More
Recently, customer equity is proposed by researchers as an important factor for the successful marketing. This includes chain restaurant industry too. There are different models considering the customer equity through three main factors as relationship equity, brand equity, and reached equity. The aim of this research is to explore the effect of customer equity determinant on the formation of chain restaurant. Considering that the statistical society of this research is the customers of Ayda chain restaurant in Karaj City, a sample of 384 customers was selected. In order to collect the required data questionnaire was used.
Data analysis with the use of factor analysis and structural equation modeling has been done.
The results showed that brand equity, relationship equity and reached equity positively affect customer equity in the formation of the chain restaurants brand. Also, the results showed that brand equity and reached equity have positive effect on relationship equity.
Manuscript profile
Today in competitive environment due customers equity and managing relationships with customer is special important for the growth and development of all businesses. In this regard The companies to attract customers in recent years have turned to social media. with the More
Today in competitive environment due customers equity and managing relationships with customer is special important for the growth and development of all businesses. In this regard The companies to attract customers in recent years have turned to social media. with the Virtual spaces and expansion of Internet users, many commentators marketing, virtual communities as an opportunity to Recognition products and services have been introduced. Since the Use of the Internet and the media is increasingly every day; In the present study the impact the impact of social media marketing activities on customers equity is examined. The research method is descriptive and data collection was questionnaire. Statistical population of this study included active Internet users on social sites and Statistical sample consists of 384 people also to analyze the data software was SPSS and Amos. the results show that social media marketing activities has a positive impact on customers equity and With these activities, companies can strengthen their relationship with customers.
Manuscript profile
Sanad
Sanad is a platform for managing Azad University publications
