FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE
In recent years the role of chain stores in distribution system of Iran has been paid more attention. Managers of these stores are seeking to increase the stores’ brand equity. This study develops a model of factors affecting overall brand equity in SHAHRVAND chain store as a case study. The Sample...
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| Format: | Article |
| Language: | English |
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Universitaria Press Craiova
2013-06-01
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| Series: | Management & Marketing |
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| Online Access: | http://www.mnmk.ro/documents/2013-01/7-9-1-13.pdf |
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| _version_ | 1849768281226870784 |
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| author | Shahriar AZIZI Jamali KAPAK |
| author_facet | Shahriar AZIZI Jamali KAPAK |
| author_sort | Shahriar AZIZI |
| collection | DOAJ |
| description | In recent years the role of chain stores in distribution system of Iran has been paid more attention. Managers of these stores are seeking to increase the stores’ brand equity. This study develops a model of factors affecting overall brand equity in SHAHRVAND chain store as a case study. The Sample of 167 customers in Tehran city using convenience sampling method was selected. Data was gathered by the 44-items questionnaire in self-reporting way. Path analysis was applied using Lisrel 8.80 to test the conceptual model which includes six hypotheses. Results showed that brand-customer personality congruency affects brand identification positively. The positive impact of brand identification on brand loyalty and trust was confirmed. Analysis also revealed that brand trust impact brand loyalty positively. Results also indicated the positive impact of brand loyalty and trust on the overall brand equity. |
| format | Article |
| id | doaj-art-3c5847526c8240d68cd9543201ea6b9d |
| institution | DOAJ |
| issn | 1841-2416 1841-2416 |
| language | English |
| publishDate | 2013-06-01 |
| publisher | Universitaria Press Craiova |
| record_format | Article |
| series | Management & Marketing |
| spelling | doaj-art-3c5847526c8240d68cd9543201ea6b9d2025-08-20T03:03:51ZengUniversitaria Press CraiovaManagement & Marketing1841-24161841-24162013-06-01XI191103FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STOREShahriar AZIZI0Jamali KAPAK1Shahid Beheshti University, Tehran, IranShahid Beheshti University, Tehran, IranIn recent years the role of chain stores in distribution system of Iran has been paid more attention. Managers of these stores are seeking to increase the stores’ brand equity. This study develops a model of factors affecting overall brand equity in SHAHRVAND chain store as a case study. The Sample of 167 customers in Tehran city using convenience sampling method was selected. Data was gathered by the 44-items questionnaire in self-reporting way. Path analysis was applied using Lisrel 8.80 to test the conceptual model which includes six hypotheses. Results showed that brand-customer personality congruency affects brand identification positively. The positive impact of brand identification on brand loyalty and trust was confirmed. Analysis also revealed that brand trust impact brand loyalty positively. Results also indicated the positive impact of brand loyalty and trust on the overall brand equity.http://www.mnmk.ro/documents/2013-01/7-9-1-13.pdfBrand-Customer Personality CongruencyBrand IdentificationBrand LoyaltyBrand Trust |
| spellingShingle | Shahriar AZIZI Jamali KAPAK FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE Management & Marketing Brand-Customer Personality Congruency Brand Identification Brand Loyalty Brand Trust |
| title | FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE |
| title_full | FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE |
| title_fullStr | FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE |
| title_full_unstemmed | FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE |
| title_short | FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE |
| title_sort | factors affecting overall brand equity the case of shahrvand chain store |
| topic | Brand-Customer Personality Congruency Brand Identification Brand Loyalty Brand Trust |
| url | http://www.mnmk.ro/documents/2013-01/7-9-1-13.pdf |
| work_keys_str_mv | AT shahriarazizi factorsaffectingoverallbrandequitythecaseofshahrvandchainstore AT jamalikapak factorsaffectingoverallbrandequitythecaseofshahrvandchainstore |