FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE

Shahriar Azizi and Shahram Jamali Kapak
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Shahriar Azizi: Shahid Beheshti University, Tehran, Iran
Shahram Jamali Kapak: Shahid Beheshti University, Tehran, Iran

Management and Marketing Journal, 2013, vol. XI, issue 1, 91-103

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.

Keywords: Brand-Customer Personality Congruency; Brand Identification; Brand Loyalty; Brand Trust; Overall Brand Equity (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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