Journal Paper

Paper Information

video

sound

Persian Version

View:

210

Download:

0

Cites:

Information Journal Paper

Title

THE EFFECT OF BRAND EQUITY ON INSURED'S REACTION

Pages

 Start Page 81 | End Page 104

Abstract

 In today's business world, management has recognized that customers are the core of business activities. The success and effectiveness of organizations are dependent upon the image of an organization and the way its products are presented to customers. The importance of this point is compounded when in strategic industries, such as insurance industry, which experiences intensified competition with increasing number of market participants, selecting appropriate brand strategies will bring more benefits. The purpose of the present paper is to identify success factors in brand management, in association with dual responses of customers. This paper can be seen as an applied paper based on its objects and a descriptive-survey paper based on its data collection method. The results of this paper are obtained through structural equations model and indicate that relative priority of constituent elements of BRAND EQUITY is with brand loyalty whereas, price is the most important determining factor in the choice of the INSURED.

Cites

  • No record.
  • References

  • No record.
  • Related Journal Papers

    Related Seminar Papers

  • No record.
  • Related Plans

  • No record.
  • Recommended Workshops






    File Not Exists.