The Effect of Brand Trust on Brand Equity through Brand Loaylty in Kalleh Dairy
Publish Year: 1399
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
ICMHSR06_086
تاریخ نمایه سازی: 19 مهر 1399
Abstract:
The purpose of this paper is to study the effect of brand confidence on brand equity with the mediating role of brand loyalty in Kalleh Dairy. The consumers of this company Tehran were considered eligible to be nominated as the statistical population, for which 400 Individuals were selected using two-sta e cluster. To collect the information required for the study, pre-designed questionnaires were provided to participants. The hypothesis was approved by structural equation modeling (SEM) method. This study confirms with highreliability the effect of brand confidence on brand equity with the mediating role of brand Loyalty:
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Authors
Mohabat Ghaderizadeh
PhD student in business Marketing orientation, Science and Research Branch, Islamic Azad University, Department of Business Management,Tehran, Iran
Hossein Vazifehdoost
Professor of All University Marketing, Science and Research (Marketing Marketing), Islamic Azad University, Department of Business Management,Tehran, Iran