نویسندگان
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Studies in the field of brand management emphasize the impact of this branch of marketing on performance, profitability and business value for its stakehold-ers. For being survived, companies should focus on competitive advantages and getting more consumers’ satisfaction for sale and more market shares. One of the useful tools that make the company less vulnerable in market competitive activities and consumption liability and repetition is brand equity. The purpose of this study is to investigate the impact of brand equity on the consumers using Buil & Martinez model (2013). This research is considered as applied based on purpose and descriptive-survey based on data collection method. Hypotheses were tested using structural equation modeling or SEM (in Lisrel software) and the data of 385 Snowa home products consumers in Tehran. Brand awareness plays a salient role in the process of creating Snowa brand equity. The findings also confirmed the impact of brand equity on consumers' responses. The results of this study, in addition to knowledge about the current situation and choosing appropriate marketing strategies for the future of SNOWA, indicated a brand with high equity can cause behaviors such as willingness to pay price premiums, attitude towards brand extensions, brand preference and ultimately purchase in-tention.
کلیدواژهها [English]
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