University of Isfahan New Marketing Research Journal 2228-7744 2 3 2012 11 21 The effects of marketing mix elements on Brand equity The effects of marketing mix elements on Brand equity 155 172 17621 FA Soleyman Iranzadeh Associate Professor of Management, Islamic Azad University-Tabriz Branch, Aida Ranjbar M.A of EMBA_Marketing Naser Poursadegh Assistant Professor of Management Journal Article 2016 06 14 Abstract <br />With increasing competition and raising phenomena such as global markets, the domestic industries of each country in order to stay in this area should increase their competitive advantage. Brand value is One of the strategic tools that causes commitment and frequency of consumption, increasing economic value for shareholders and expand economic activity beyond the geographic boundaries. It is essential to investigate how the marketing mix elements effect brand value, because of brand importance. In this study, we tried to examine marketing mix effect on brand equity in company of a shirin asal. so we explore relationships between marketing mix of product, price, promotion and distribution as exogenous variables and on the brand equity of the brand awareness / associations, brand loyalty and perceived quality as the theory of endogenous variables. The statistical study were all consumers in the city of Tabriz statistical and 480 consumers were selected as sample. The information collected with Cluster sampling in stores offering products of this company from consumer and was examined using structural equation analysis. Structural equation analysis suggests two elements product and price impact Brand equity. Two-element distribution and promotional activities of the factors influencing awareness / associations. Abstract <br />With increasing competition and raising phenomena such as global markets, the domestic industries of each country in order to stay in this area should increase their competitive advantage. Brand value is One of the strategic tools that causes commitment and frequency of consumption, increasing economic value for shareholders and expand economic activity beyond the geographic boundaries. It is essential to investigate how the marketing mix elements effect brand value, because of brand importance. In this study, we tried to examine marketing mix effect on brand equity in company of a shirin asal. so we explore relationships between marketing mix of product, price, promotion and distribution as exogenous variables and on the brand equity of the brand awareness / associations, brand loyalty and perceived quality as the theory of endogenous variables. The statistical study were all consumers in the city of Tabriz statistical and 480 consumers were selected as sample. The information collected with Cluster sampling in stores offering products of this company from consumer and was examined using structural equation analysis. Structural equation analysis suggests two elements product and price impact Brand equity. Two-element distribution and promotional activities of the factors influencing awareness / associations. https://nmrj.ui.ac.ir/article_17621_47d2b2ef015325b966ee8cf9ac2db5ee.pdf