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Paper Information

Journal:   IRANIAN JOURNAL OF MANAGEMENT SCIENCES   WINTER 2007 , Volume 1 , Number 4; Page(s) 29 To 53.
 
Paper: 

A MODEL FOR THE EVALUATION OF BRAND EQUITY FROM CONSUMER'S VIEW

 
 
Author(s):  RAHMAN SERESHT H., BAHREYNIZADEH M.
 
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Abstract: 

This paper is meant to represent a model for measuring consumer-based brand equity. In this study two categories of elements are identified: conceptual and behavioral. The conceptual dimension comprises constructs such as brand awareness, brand attitude, brand association and brand image; behavioral dimension consists of brand loyalty, willingness to pay a price premium for brand and the recommendation of the brand to others. In this study the casual influence exerted by each of these elements on brand equity and their relation with each other is explored.
Testing the hypotheses indicated that brand attitude, brand image, brand association, brand loyalty and price premium have positive influences on brand equity.

 
Keyword(s): BRAND EQUITY, BRAND AWARENESS, BRAND ATTITUDE, BRAND ASSOCIATION, PRICE PREMIUM
 
References: 
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