COI code: FRMSD01_090
Paper Language: English
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Authors The Impact of Brand Equity Drivers on Brand Resonance (Case Study: Softlan Brand in Kurdistan Province Chain Stores)Mokhtar Rezagholi - Business Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
saman sheikhesmaeili - Department of Management, University of Kurdistan, Sanandaj, Iran.
Abstract:This study aimed to investigate the relationship between of Brand Equity Drivers on Brand Resonancein the chainstore of Kurdistan Province. This research in terms of purpose, is practical, in terms of data collection, is survey field and based on data analysis, is correlation. The population consisted of all customers in the city of Sanandaj. With stratified random sampling, questionnaires were distributed among 410 people. For data analysis, structural equation modeling with LISREL software was used. Cronbach s alpha of all the variables above 0.7 was also normal data were reported. The results indicate that the of Brand Equity Drivers significant relationship with on Brand Resonance.
Keywords:Brand Equity Drivers, Brand Resonance, Brand Awareness, Brand superiority, Brand affect
COI code: FRMSD01_090
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Rezagholi, Mokhtar & saman sheikhesmaeili, 2019, The Impact of Brand Equity Drivers on Brand Resonance (Case Study: Softlan Brand in Kurdistan Province Chain Stores), National Conference on Future Research, Management and Sustainable Development, تهران, دبيرخانه دائمي كنفرانس, https://www.civilica.com/Paper-FRMSD01-FRMSD01_090.htmlInside the text, wherever referred to or an achievement of this article is mentioned, after mentioning the article, inside the parental, the following specifications are written.
First Time: (Rezagholi, Mokhtar & saman sheikhesmaeili, 2019)
Second and more: (Rezagholi & sheikhesmaeili, 2019)
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The University/Research Center Information:
Type: Azad University
Paper No.: 3701
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