International Business Management
ISSN: OnlineISSN: Print 1993-5250
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Determining the Affecting Factors on Brand Equity from the Perspective of Consumerin the Chocolate Industry of Iran (Baraka Chocolate)
Karim- Hamdi, Farid Gharavi, Hani Honarmand and Iman Seifabadi
Page: 4011-4016 | Received 21 Sep 2022, Published online: 21 Sep 2022
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Abstract
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.
How to cite this article:
Karim- Hamdi, Farid Gharavi, Hani Honarmand and Iman Seifabadi. Determining the Affecting Factors on Brand Equity from the Perspective of Consumerin the Chocolate Industry of Iran (Baraka Chocolate).
DOI: https://doi.org/10.36478/ibm.2016.4011.4016
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2016.4011.4016