نویسندگان
1 استادیار دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی، تهران، ایران
2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه علامه طباطبایی، تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Brand equity has been recognized as a key indicator for determining health of brand and it’s continuous scrutiny is an important stage in impressive brand management. One of aspects in evaluating brand equity is customer based brand equity that is customer mental evaluation for brand. Perceived quality, brand loyalty and awareness with association of brand constitutes its main dimensions. This research is a descriptive and survey research that its aim is determining marketing mix elements (price, store image, distribution intensity, advertisements and sales promotion) in sight of customers brand equity of Karafarin insurance company and priority the importance of each of these elements in respect to their effectiveness. The research theoretical frame is based on Yoo, Donthu and Lee’s model that was designed in 2000 and according to the mentioned model, 20 hypotheses has designed in this research. The research aim society is Karafarin insurance customers and questionnaire was used for collecting the first data. The survey's results showed that distribution intensity, sales promotion and price mentioned respectively have more effectiveness compared other elements on brand equity of Karafarin insurance company.
کلیدواژهها [English]
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