An investigation of the Impact of Promotion Strategy on the relationship between Communication Tools and Consumer Based Brand Equity (CBBE) in Iran Food Industry

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Abstract

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.

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New Marketing Research Journal
Volume 6, Issue 0
Special Issue
May 2016
Pages 1-18

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History

  • Receive Date: 14 June 2016
  • Revise Date:
  • Accept Date: 14 June 2016

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