Assessing
Assessing the relation of selected mix marketing
And brand equity of mobile phones among engineers society of consulting
engineering company Mahab Ghods
Dr. Bozorgmehr Ashrafi,
Delaram Keshvarian, Maryam Aliei
Department of Management,
Shahrood Industrial University, Shahrood, Semnan, Iran
[email protected], [email protected], [email protected]
Abstract:As
for the power that the brand equity gives to its brand, in this research we
tried to assess how it develops. A questionnaire including 8 variables of
brand building activities to create brand equity for mobile phones has been
proposed. These variables are: Perceived quality, price, advertisement,
awareness and association of brand, mental image of store, brand loyalty,
spread of distribution and promotion cost. Based on the results , it is better
to more concentrate on the elements which affect on brand equity development
such as Perceived quality, brand loyalty, awareness and association of brand
that are influenced by factors such as mental image of supplier
stores, spread of distribution, advertisement and promotion costs. Based on the
regression model and obtained Coefficients ,we can conclude that among all the
factors , perceived quality ,advertisement respectively have the most effect on
brand equity. Organizations by investing on these factors can achieve to
more Competitive advantages.
[Dr. Bozorgmehr
Ashrafi, Delaram Keshvarian, Maryam Aliei. Assessing the relation
of selected mix marketing And brand equity of mobile phones among
engineers society of consulting engineering company Mahab Ghods. Life
Sci J 2012;9(1):521-526]. (ISSN: 1097-8135). http://www.lifesciencesite.com. 78
Keywords: market; mobile phone; engineer; society
