بررسی عوامل موثر بر ارتقای ارزش ویژۀ برند با تأکید بر ترفیع و تصویر شرکت (مطالعۀ موردی: اپراتور های تلفن همراه)

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استاد مدیریت بازرگانی، دانشکدة مدیریت و حسابداری دانشگاه شهید بهشتی، تهران، ایران

2 کارشناس ارشد مدیریت بازرگانی، دانشکدة مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

چکیده

هدف پژوهش حاضر بررسی عوامل مؤثر بر ارزش ویژة برند با تأکید بر مشوق‌های پولی و غیر پولی و همچنین، تصویر شرکت در بین دانشجویان دانشگاه شهید بهشتی است. سنجش متغیرهای تحقیق با استفاده از پرسشنامه صورت پذیرفت. پس از اطمینان از پایایی و روایی، پرسشنامه در  میان نمونه‌ای متشکل از 344 نفر از دانشجویان دانشگاه شهید بهشتی توزیع شد. روش تحقیق توصیفی و از شاخة همبستگی و مبتنی بر معادلات ساختاری است. این پژوهش نشان داد که تبلیغات و مشوق‌ها بر ارزش ویژة برند تأثیرگذار است. اثر تبلیغات مثبت ولی اثر مشوق‌ها بر ارزش ویژة برند متفاوت بوده است. اثر مشوق‌های پولی بر ارزش ویژه منفی ولی اثر مشوق‌های غیر پولی بر ارزش ویژة برند مثبت بوده است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigation of the effective factors on brand equity enhancing with an emphasis on promotion and corporate image

نویسندگان [English]

  • Mohammad Reza Hamidizadeh 1
  • Mohammad Hossein Balaghi Inalu 2
  • Mahdi Ataei 2
1 Prof., Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
2 MSc. in Business Management, Faculty of Management and Accounting, University of Shahid Beheshti, Tehran, Iran
چکیده [English]

The current study aims to investigate the effective factors on brand equity with an enphasis on monetary and non-monetary promotion and corporate image among students of Shahid Beheshti University. Evaluation of variables was conducted by means of questionnaire. After determining reliability and validity, the questionnaire was distributed among the samples  including 344 students of Shahid Beheshti University. The method of research is survey– correlation and is based on structural equation. This study showed that advertisement and promotions effecte brand equity. Nevertheless, advertisement has positive effect, but the effect of promotions was mixed. Monetary promotions had a positive effect on brand equity; non-monetary promotion, however, had a negative effect.

کلیدواژه‌ها [English]

  • brand equity
  • Corporate Image
  • handy phone
  • monetary promotion
  • non-monetary promotion
Aaker, D. A. (1991). Managing Brand Equity, Free Press. New York.

 

Atilgan, E., Aksoy, S. & Akinci, S. (2005). Determinants of the Brand Equity: A verification in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3): 237-248.

 

Biil, I., Chernatony, L. & Martinez, E. (2011). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(4): 115–122.

 

Boonghee, Y., Naveen, D. & Sungho, L. (2008). An examination of selected marketing mix elements and brand Equity”, Journal of the Academy of Marketing Science, 28(2): 195-211.

 

Cretu, A. E., & Brodie, R. J. (2007), The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2): 230-240.

 

David, S., Bejoy, J. & Dawood, A. (2012). Evaluating aker brand equity model for four wheelers. Journal of Asian Research Consortium, 2(5): 140-153.

 

Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluation, Journal of Marketing Research, 15(1): 307−319.

 

Ebrahimi, A., Kheiri, B. & Yadegari, S. (2009). Evaluation  of  factors affecting consumer-based brand equity, Journal of Marketing Management, 4(7): 159-184. (In Persian) 

 

Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3): 24–33.

 

Gil. R, Bravoe. F. A. & Martinez .S, (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3): 188–199.   

 

Hupp, O., Ho¨gl, S. & Sattler, H. (2003). The financial value of brands, Journal of Research World, 11(3): 16-17.

Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand management. Journal of Marketing Research, 12(3):155-168.

 

Keller K. L. & Lehmann, D. R. (2003). How do brands create value? Journal of Marketing Management, 25(5/6): 215-234.

 

Keller, K. L. (2003). Building, measuring and managing brand equity, prentice Hall of India. New Delhi.

 

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1):1-22.

 

Kim, J-H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the software sector. Industrial Marketing Management, 40(2): 424-438.

 

Kim, K. H., et al. (2011). Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image. Journal of Business Research, 64(3): 1207-1211.

 

Kotler, P. (2003). Marketing management. Journal of markeketing research, 15(8): 168-190.

 

Lassar, W., Banwari, M. & Arun, Sh. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4): 11-19.

 

Lucia. S. & Richard, F. (2010). Developing a conceptual model of brand equity in the hotel industry based on Aaker's perspective. Journal of Quality Assurance in Hospitality & Tourism, 11(3): 147-161.

 

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer.Journal of Marketing Research, 26(5): 125-137.

 

Pappu, R., Quester, P. G. & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement, empirical evidence. The Journal of Product and Brand Management, 14(3): 143–54.

 

Selvakumar, J. J. & Vikkraman, P. (2011). Impact of advertising and price promotions on brand equity in service sector. Journal of Contemporary Research in Management, 51-66.

 

Seyed Javadin, R. & Shams, R. (2007). Determining factors of  sport shoes  brand equity among young people. Quarterly Journal of human and social sciences, 7(25): 73-90. (In Persian)  

 

Simon, C. J. & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1): 28-53.

 

Sriram, S., Balachander, S. & Kalwani, M. U. (2007). Monitoring the dynamics of brand equity using store-level data. Journal of Marketing, 71(1): 61–78.

 

Van Riel, A., Pahud de Mortanges, C. & Streukens, S. (2005). Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals. Industrial Marketing Management, 34(8): 841−847.

 

Walgren, C., Ruble, C. &  Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of advertising, 16(3): 25-40.

 

Wang, F., Zhang, X-P. & Ouyang, M. (2008). Does advertising create sustained firm value? The capitalization of brand intangible. Journal of the Academy of Marketing Science, 37:130–43.

 

West, D. & Prendergast, G. P. (2009). Advertising and promotions budgeting and the role of risk. European Journal of Marketing, 43(11/12): 1457–1476.

 

Zarbi, S. (2006). Evaluation of selected marketing mix component on brand equity. Marketing Management Magazine of Islamic Azad University, Science and Research Branch, 30(5): 21-58. (In Persian)

 

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A meansend model and synthesis of evidence. Journal ofMarketing, 52(3):
2-22.