Interrelationships between Viral Marketing and Purchase Intention via Customer-Based Brand Equity

The impact of brand equity on price premium, brand extension, brand preference and purchase intention

One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...

the effects of marketing mix elements of karafarin insurance company on customer-based brand equity

brand equity has been recognized as a key indicator for determining health of brand and it’s continuous scrutiny is an important stage in impressive brand management. one of aspects in evaluating brand equity is customer based brand equity that is customer mental evaluation for brand. perceived quality, brand loyalty and awareness with association of brand constitutes its main dimensions. this ...

Brand Equity Model and Marketing Stimuli

The intangibility of services differentiates product brands from its characteristics. Building brand equity in the context of services, is therefore crucial to the conduct of a firm’ marketing strategies and plays an important role in increasing consumers’ perceptions. This study attempts to address relationships between brand equity and marketing stimuli. In particular, the study aims to draw ...

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

The effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands

The purpose of this study was to determine the effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands. The statistical population of this study consisted of all consumers of sporting goods brands in Tehran. 386 Consumers of sporting goods brands using the convenience sampling methods completed the scales of Jones et al. (2009) brand personalit...