Impact of Image Country and Brand Marketing Efforts on Retail Brand Value

The mentality and the distinct image of a product are very important in today's highly competitive environment. Based on existing studies, Image-producing country and marketing efforts will affect brand equity. This paper investigated the impacts on retail brand equity and brand profitability performance. The population is all of the SAMSUNG's brand retailers in the city of Tehran and used census method because the population size was small. The data collection tool is built-researcher and standard questionnaires. Reliability was determined by Cronbach's alpha to 0.90. Statistical analysis was performed using LISREL 8.8 software. Based on these results, the origin of the image-producing country and marketing efforts on retail brand equity have a significant effect, as well as The retail brand equity on brand profitability performance has a significant impact.