Exploring Impact of Marketing Mix on Brand Equity in Insurance Industry (Case Study: Asia Insurance Firm, Iran)

Mirza Hassan Hosseini and Hamed Moezzi

Journal of Asian Scientific Research, 2015, vol. 5, issue 1, 38-45

Abstract: The purpose of present study is to explore impact of marketing mix (price, firm image, distribution intensity, promotion and propaganda) on the brand equity of Asia Insurance Firm in view of its customers and prioritizing of these elements based on significance of their impacts. The statistical population includes customers of Asia Insurance Firm in Shiraz, IRAN. Data is collected using questionnaire. Data is analyzed using Correlation, Regression and Path Analyses methods. The results show that firm image and propaganda have more impact on the firm brand equity.

Keywords: Brand; Marketing mix; Insurance industry of Iran; Asia insurance firm. (search for similar items in EconPapers)
Date: 2015
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