Structured model Consumer-based Brand Equity based on Promotional-mix elements(Case Study: Food Active Industries of Tehran)

Document Type : Research Paper

Authors

10.22034/cbsj.2014.6132

Abstract

This paper aims to examine the relationships among Promotional-mix elements and Customer-based Brand Equity. Then, a model is developed to examine the relationships Promotional-mix elements and Customer-based brand equity in Food Industries of Tehran. The sample size is 240. Data are collected by questionnaire designed. The collected data is estimated using Lizrel and SEM method. The test results show that four dimensions of brand equity (brand awareness, perceived quality, and brand loyalty and brand Image) positively affect on Customer-based brand equity and all promotional-mix elements (except sales promotion) positively affect the Customer-based brand equity. In addition, among dimensions of brand equity, image brand has the most positive effect on brand equity and among elements of Promotional-mix, sell promotion has the most negative effect on brand equity. In the end, among the brands, Kalleh brand has the most Brand Equity and MiMas brand has the least Brand Equity.

Keywords

References

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