TY  - JOUR
T1  - Determining the Affecting Factors on Brand Equity from the Perspective of Consumerin the Chocolate Industry of Iran (Baraka Chocolate)
AU - Hamdi, Karim- AU - Gharavi, Farid AU - Honarmand, Hani AU - Seifabadi, Iman 
JO  - International Business Management
VL  - 10
IS  - 17
SP  - 4011
EP  - 4016
PY  - 2016
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2016.4011.4016
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2016.4011.4016
KW  - Brand equity from perspective of consumer
KW  -brand loyalty
KW  -perceived quality
KW  -brand awareness
KW  -brand association
AB  - Studies on brands and brand equity has become important for marketing activities and marketing theory in recent years. Brand equity is one of the assetsthat retains the company’s value and is also followed by customer loyalty. This study aims to determine the affecting factors on brand equity from the perspective of consumer in the chocolate industry of Iran. In this study, David Aaker brand equity model with four dimensions of brand loyalty, brand awareness, brand associations and perceived quality is used. The statistical population consists of Baraka chocolate consumers in Shahrvand chain stores as 50 individuals were selected as the sample. Results showed a significant relationship between perceived quality and brand equity. There is also a direct relation between brand loyalty and brand equity. There is a significant relationship between brand awareness with brand equity and also avery strong and significant relationship between brand associationsand the brand equity. In addition, there is no significant difference between men and women in any of the components and there areonly significant differences between different age groups in component of brand loyalty in the chocolate industry of Iran. Thus, there is no significant difference between different age groups in components of brand awareness, perceived quality, brand loyalty and brand value.
ER  -