Promotion Effects on Brand Equity (A Case Study of Iran Insurance Company)
Publish place: The 7th International Conference on Economics and Management
Publish Year: 1395
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
ICOEM01_092
تاریخ نمایه سازی: 25 آذر 1395
Abstract:
The objective of the present research is to study the effect of advertising and sales promotion onbrand equity in the insurance industry. The statistic population of the research was customers ofIran Insurance Company in Ghazvin province, 385 of which were studied as a sample. In order tocollect data, questionnaires were used and to test research hypotheses, structural equationmodeling (SEM) was used. Results showed that advertising costs affected brand association, butthey did not have any effects on perceived quality and brand awareness. Attitude toward brandhad an effect on all three variables: perceived quality, brand awareness and brand association.Monetary promotions affected perceived quality, however, they did not have any effect on brandassociation. On the other hand, non-monetary promotions were effective in both perceivedquality and brand association. Also, brand awareness affected both perceived quality and brandassociation and eventually, perceived quality and brand association affected customer loyalty.
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Authors
Ali Gholpour Soleimani
Assistant professor, Department of Business Management, Faculty of accounting and management, Islamic Azad University ,RASHT,IRAN.
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