Investigating the effect of customer marketing on the company's reputation and its relationship with brand equity

Brands should be managed as valuable and long-term assets of companies. In consumer marketing, brands are the primary points of differentiation between competitive offerings and can be critical factors for companies' success. The purpose of this research is to investigate the effect of customer marketing on the reputation of the company and its relationship with the special value of the brand. The research method is descriptive-survey and correlational in terms of implementation and qualitative in terms of data. The statistical population of the research is 258 employees of the private sector of Kermanshah, and the sample size was determined using the Cochran formula of 146 people, who were selected through simple sampling proportional to the volume. In order to analyze the data, structural equation modeling and path analysis were performed. First, the measurement model was examined and then the conceptual model of the research was fitted in the statistical population. The results of the analysis of the hypotheses showed that the company's reputation has a direct and significant relationship with the brand equity, customer marketing has a positive and significant effect on the company's reputation, customer marketing has a positive and significant effect on the brand equity, and customer marketing has a positive and significant effect on the relationship between The reputation of the company and the special value of the brand have a positive and significant effect.