lack of appropriate strategies to enhance brand equity of internet companies needs particular attention in iran. the aim of this research is to study factors influencing on the brand equity of internet companies. the study is descriptive-survey type. at first, different factors influencing on brand equity were defined. then the hypothesis was examined via regression analysis (partial least squa...

the current study aims to investigate the effective factors on brand equity with an enphasis on monetary and non-monetary promotion and corporate image among students of shahid beheshti university. evaluation of variables was conducted by means of questionnaire. after determining reliability and validity, the questionnaire was distributed among the samples  including 344 students of shahid behe...

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 ...

Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting " the theoretical separation of brand equity and brand value " framework originally proposed in the Journal of Brand Management by Raggio and Leone 1 , this conceptual article looks more closely at the brand value construct and the implications of the proposed theoretical separation. The...

today, using counterfeits is remarkably common in clothing industry. on this basis, present paper is conducted in clothing industry at tehran due to the impact of counterfeit on brand equity of original products’. it is a descriptive research. to achieve research aims, a sample consisting of 384 consumers in tehran who bought counterfeits deliberately were selected. to analyze data and to test ...

This paper develops and illustrates a revenue multiplier methodology to estimate brand equity that addresses two major drawbacks in extant brand equity measurement methods: (i) Our methodology requires data only from easily available secondary sources; and (ii) Marketing mix impacts are explicitly modeled so as to allow a more accurate estimate of brand equity. For each specific brand, brand eq...

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...

This research is a partial test of Park et al.’s (2008) model to assess the impact of flow and brand equity in 3D virtual worlds. It draws on flow theory as its main theoretical foundation to understand and empirically assess the impact of flow on brand equity and behavioral intention in 3D virtual worlds. The findings suggest that the balance of skills and challenges in 3D virtual worlds influ...