University of Isfahan New Marketing Research Journal 2228-7744 6 0 2016 04 20 An investigation of the Impact of Promotion Strategy on the relationship between Communication Tools and Consumer Based Brand Equity (CBBE) in Iran Food Industry An investigation of the Impact of Promotion Strategy on the relationship between Communication Tools and Consumer Based Brand Equity (CBBE) in Iran Food Industry 1 18 17833 10.22108/nmrj.2016.17833 FA Mohammadtaghi Taghavifard Mahmood Mohammadian Vahid Nasehi Far Vahid Nasehi Far Mahmood Mohammadian Amir Ghafoorian Shagerdi Journal Article 2016 06 14 Setting strategies in different levels especially promotion strategy plays an important role on the achievement of a company’s goals including brand equity enhancement. In this article, the impact of promotion strategy on the relationship between communication tools and Consumer Based Brand Equity (CBBE) in the Iranian Food Industry was analyzed. The research method is descriptive- survey and the target population was chosen out of marketing managers and experts of those food companies accepted in the Tehran Stock Exchange and consumers of their main brands. Collected data were analyzed using structural equation modeling. The research results confirmed the significant and positive impact of promotion strategy on the relationship between communication tools and consumer based brand equity. Therefore, it seems essential to pay more attention to promotion strategy in order to achieve and promote brand equity.Setting strategies in different levels especially promotion strategy plays an important role on the achievement of a company’s goals including brand equity enhancement. In this article, the impact of promotion strategy on the relationship between communication tools and Consumer Based Brand Equity (CBBE) in the Iranian Food Industry was analyzed. The research method is descriptive- survey and the target population was chosen out of marketing managers and experts of those food companies accepted in the Tehran Stock Exchange and consumers of their main brands. Collected data were analyzed using structural equation modeling. The research results confirmed the significant and positive impact of promotion strategy on the relationship between communication tools and consumer based brand equity. Therefore, it seems essential to pay more attention to promotion strategy in order to achieve and promote brand equity. Setting strategies in different levels especially promotion strategy plays an important role on the achievement of a company’s goals including brand equity enhancement. In this article, the impact of promotion strategy on the relationship between communication tools and Consumer Based Brand Equity (CBBE) in the Iranian Food Industry was analyzed. The research method is descriptive- survey and the target population was chosen out of marketing managers and experts of those food companies accepted in the Tehran Stock Exchange and consumers of their main brands. Collected data were analyzed using structural equation modeling. The research results confirmed the significant and positive impact of promotion strategy on the relationship between communication tools and consumer based brand equity. Therefore, it seems essential to pay more attention to promotion strategy in order to achieve and promote brand equity.Setting strategies in different levels especially promotion strategy plays an important role on the achievement of a company’s goals including brand equity enhancement. In this article, the impact of promotion strategy on the relationship between communication tools and Consumer Based Brand Equity (CBBE) in the Iranian Food Industry was analyzed. The research method is descriptive- survey and the target population was chosen out of marketing managers and experts of those food companies accepted in the Tehran Stock Exchange and consumers of their main brands. Collected data were analyzed using structural equation modeling. The research results confirmed the significant and positive impact of promotion strategy on the relationship between communication tools and consumer based brand equity. Therefore, it seems essential to pay more attention to promotion strategy in order to achieve and promote brand equity. https://nmrj.ui.ac.ir/article_17833_7658cb98b5561c780f3d801b4ccaf3d9.pdf