Journal of Business Management

Journal of Business Management

Measuring of Efficiency Brand Equity Using the Hybrid Model SEM-DEA: A Case Study Automobile Brand in the City of Isfahan

Document Type : Research Paper

Authors
M Ghandehari 1
J Khazaei Pool 2
O Baharestan 2
H. Balouei Jamkhaneh 3
J. Kialashaki 4
1 Assistant professor of management, University of Isfahan, Isfahan, Iran
2 MA student, marketing management, University of Isfahan, Isfahan, Iran
3 . MA student, Industrial management, University of Isfahan, Isfahan, Iran
4 MA student, MBA management, University of Guilan International Compus, Iran
10.22059/jibm.2012.28572
Abstract
Abstract: The aim of this study was to investigate the relationship between brand equity and efficiency of different brands of cars. Keywords: brand equity, loyalty, data envelopment analysis and structural equation modeling. The purpose of this study applied descriptive - survey based on structural equation model (SEM) and the DEA. The study consists of 23 consumers use the automobile in the city. Data analysis using software SPSS18, AMOS18 and DEA Solver done. Results showed that brand awareness, perceived quality and brand association and brand loyalty influence and brand loyalty and, in turn, is affecting the brand equity. n the other hand, efficiency of brand equity was measured using data envelopment analysis. The results show that DEA Solver Software first and second phases are in possession of the Mazda 3 brand equity is more efficient than other brands.
Keywords
brand equity
Loyalty
Data Envelopment Analysis and Structural Equation Modeling
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Journal of Business Management
Volume 4, Issue 3 - Serial Number 13
Autumn 2012
Pages 137-154