%0 Journal Article
%T The effects of marketing mix elements on Brand equity
%A Soleyman Iranzadeh
%A Aida Ranjbar
%A Naser Poursadegh
%J New Marketing Research Journal
%D 2012
%I University of Isfahan
%X With increasing competition and raising phenomena such as global markets, the domestic industries of each country in order to stay in this area should increase their competitive advantage. Brand value is One of the strategic tools that causes commitment and frequency of consumption, increasing economic value for shareholders and expand economic activity beyond the geographic boundaries. It is essential to investigate how the marketing mix elements effect brand value, because of brand importance. In this study, we tried to examine marketing mix effect on brand equity in company of a shirin asal. so we explore relationships between marketing mix of product, price, promotion and distribution as exogenous variables and on the brand equity of the brand awareness / associations, brand loyalty and perceived quality as the theory of endogenous variables. The information collected with Cluster sampling in stores offering products of this company from consumer and was examined using structural equation analysis. Structural equation analysis suggests two elements product and price impact Brand equity. Two-element distribution and promotional activities of the factors influencing awareness / associations.
%K marketing mix
%K brand equity
%K brand loyalty
%K brand awareness
%K perceived quality
%U http://uijs.ui.ac.ir/nmrj/browse.php?a_id=444&sid=1&slc_lang=en