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

Document Type : Research Paper

Authors

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

Abstract

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.

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Main Subjects

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Journal of Business Management
Volume 6, Issue 4 - Serial Number 4
January 2015
Pages 755-772

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