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Paper Information

Journal:   JOURNAL OF THE FACULTY OF HUMANITIES AND SOCIAL SCIENCES   SUMMER 2007 , Volume 7 , Number 25; Page(s) 73 To 96.
 
Paper: 

DETERMINANTS OF THE SPORT SHOES' BRAND EQUITY AMONG IRANIAN YOUTHS

 
 
Author(s):  SEYED JAVADEIN S.R., SHAMS RAHIL*
 
* TEHRAN UNIVERSITY
 
Abstract: 

For firms to be successful in competition arenas, one of the essential competences is to have marketing knowledge and skill. It is obvious that one of the effective factors affecting Iranian firms' competitiveness in international arenas is practical and scientific improvements in marketing.
There can be many reasons for unsuccessful marketing plans in firms, however, in this research study, we focus on brand equity because of the importance of brand name and brand symbol.
We use a customer-based brand equity model, based on Aaker's well-known conceptual framework of brand equity. The study concludes that marketing managers on their general assessments about brand equity should concern about the importance of brand equity dimensions. Final1y, the study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself in sport shoes industry in Iran.

 
Keyword(s): BRAND EQUITY, BRAND LOYALITY, BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY
 
References: 
  • ندارد
 
  Persian Abstract Yearly Visit 84
 
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