Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image in ceramic tile factories in Iran

This research was aimed with the aim of "Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image in ceramic tile factories in Iran". In this research, the Salonak et al. (2014) questionnaire, marketing strategy of the company from Kim et al. (2012), the company's image from Salinase & Peres (2009), brand equity questionnaire from Aker (1990) And sales and profitability of the company from the Quranfleh et al. (2014) questionnaire were used and a questionnaire was distributed among 190 individuals from the sample population of all the managers and experts selling tile and ceramic factories in Iran. The research method was descriptive correlational. Structural equation analysis and path analysis using partial least squares (PLS) were used to answer the questions and to investigate the research hypotheses with Smart-PLS software. The results show that the firm's competitive advantage to the company's marketing strategy has a positive and significant effect. The results also confirm the positive and significant impact of the company's marketing strategy on the company's image and the use of brand equity. The results confirm the positive and significant impact of the company's image on the use of brand equity, but does not confirm the significant impact of the company's image on sales and profitability of the company. The results show that the use of brand equity has a positive and significant effect on sales and profitability of the company, but the firm's competitive advantage on sales and profitability of the company has no significant effect.