Impact of Media and Non-Media Advertising on Brand Equity (Case Study Brand Pars Khazar)

Document Type : Research Paper

Authors

1 Assistant Prof., Faculty of Management University of, Tehran, Iran

2 MSc in Management–Marketing, Faculty of Management University of Tehran, Iran

Abstract

Brand equity is one of the most important and best known in the field of marketing and brand concepts. Each of marketing activities affects on brand equity and due to a variety of promotional activities they can be divided into two categories of media and non-media activities. Brand equity is affected by its constituent per Aker model and this is a test to find the effect of media and non-media promotional activities on brand equity dimensions increase or decrease; which was investigated on brand of Pars khazar in small house appliances case study. The structural equation modeling and Liezrel software the fitting of the model is examined and causal relationships between media and non-media promotional activities on brand equity dimensions have been forming. Based on the results of path analysis, SEM, the effect of brand awareness on brand equity was rejected in mentioned industry. As a conclusion, Non-media advertising to promote sales without transitional costs - (non-FB), non-media advertising to promote sales- Consumer franchise building(CFB), and advertising media respectively value have an impact on brand equity. Advertising has the greatest impact on brand loyalty; both non-FB and CFB advertising has the greatest impact on perceive quality of brand. 

Keywords

Journal of Business Management
Volume 4, Issue 4 - Serial Number 14
January 2013
Pages 107-126

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