نویسندگان
1 دانشگاه شاهد
2 دانشگاه علامه
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Abstract
For keeping and continuing their perpetuity in nowadays, companies and should focus on competitive advantages and getting more consumersâ satisfaction for sale and more market shares.One of the useful tools that makes the company less vulnerable in face of market competitive activities and consumption liability and repetition is brand equity. The purpose of this paper is investigating the consumersâ responses on marketing- mix efforts, corporate image and brand equity relation using Kim & Hyun model(2011) and Buil & Martı´nez model(2013).This research is considered as applied based on goal and descriptive-survey based on data collection. Hypotheses were tested using structural equation modeling or SEM (in Lisrel and P.L.S software) and consumersâ data Butane corporation productes in Tehran. Findings corroborate the positive impact of brand equity on consumersâ responses.The results of hypotheses analysis illustrate marketing- mix efforts positively impacts on brand equity and corporate image plays a significant role in creation of brand equity for Butane.So company managers should designate special places for distribution system growth, after sale services development, pricing, promotion in investment matrix for marketing mixed efforts.
کلیدواژهها [English]
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