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The Effect of Social Responsibility and Corporate image on Enhancing the Brand Equity

Journal: International Journal of Advanced engineering, Management and Science (Vol.3, No. 2)

Publication Date:

Authors : ; ; ;

Page : 67-74

Keywords : Brand equity; Loyalty; Customer; Tobacco industry.;

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Customers are one of the pillars of success in organizations and have been studied from different aspects. The aim of this study is scrutinizing the factors influencing brand equity in the tobacco industry in Tehran. Therefore, by referring to previous studies, dimensions and components of associated with variables have been identified and a standard questionnaire based on these variables has been used. The validity of the questionnaire has been approved by the elites of management and the reliability of them has been calculated through the software. The statistical population of research consisted of all customers of the tobacco industry in Tehran. In order to determining the sample size the Cochran formula, to the extent of 384 individuals, has been used. In order to test the research hypotheses Structural equation modeling through Lisrel software has been used. The results showed that different variables have significant impact on brand equity and customer loyalty is an important mediating factor in influencing on brand equity.

Last modified: 2017-02-26 21:55:10