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Factors Affecting Overall Brand Equity: The Case Of Shahrvand Chain Store

Author

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  • Shahriar AZIZI

    (Shahid Beheshti University, Tehran, Iran)

  • Shahram Jamali KAPAK

    (Shahid Beheshti University, Tehran, Iran)

Abstract

In recent years the role of chain stores in distribution system of Iran has been paid more attention. Managers of these stores are seeking to increase the stores’ brand equity. This study develops a model of factors affecting overall brand equity in SHAHRVAND chain store as a case study. The Sample of 167 customers in Tehran city using convenience sampling method was selected. Data was gathered by the 44-items questionnaire in self-reporting way. Path analysis was applied using Lisrel 8.80 to test the conceptual model which includes six hypotheses. Results showed that brand-customer personality congruency affects brand identification positively. The positive impact of brand identification on brand loyalty and trust was confirmed. Analysis also revealed that brand trust impact brand loyalty positively. Results also indicated the positive impact of brand loyalty and trust on the overall brand equity.

Suggested Citation

  • Shahriar AZIZI & Shahram Jamali KAPAK, 2013. "Factors Affecting Overall Brand Equity: The Case Of Shahrvand Chain Store," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 91-103, May.
    • Handle: RePEc:aio:manmar:v:xi:y:2013:i:1:p:91-103
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    References listed on IDEAS

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    Cited by:

    1. Fayez B. Shriedeh & Noor Hasmini Abd. Ghani, 2017. "Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 15-19.

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    More about this item

    Keywords

    Brand-Customer Personality Congruency; Brand Identification; Brand Loyalty; Brand Trust; Overall Brand Equity;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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