An Investigation on the Effect of Brand Equity on Audience Response for Curriculum Supplement Books (a case study of GAJ publishing)
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Abstract:
Today, the specific value of brand is the most important part of a company’s assets. Companies having brand with a high specific value, account for a larger share of the market and earn higher profits؛Even in case of a publishing institute, brand value is of great importance. The purpose of this study is “an investigation on the effect of brand equity on the audience response for curriculum supplement books (a case study of GAJ publishing)”. To achieve this end, David Aaker’s Brand Equity model was used to assess the value of GAJ brand. This model consists of 4 components which include: brand Awareness, brand loyalty, perceived Quality, Brand Associations. This study includes a main hypothesis and 8 sub-hypothesis. The main hypothesis discusses the effect of brand equity on the audiences’ responds that the answers includes willingness to buy and recommendation to others and the sub-hypothesis examine the effects of each brand value component of Aaker’s model on the audience responses. The method used in this study is applied of descriptive-survey type. The statistical society is girl students, from region 5 Tehran, high school students and public schools which out of them 370 individuals have been examined as samples. The results extracted from the analysis of the data show that all four components of brand value, including: brand awareness, brand loyalty, perceived quality, and brand associations had a positive significant relationship with both two audiences’ responses namely: willingness to buy and recommendation to others. GAJ brand has a high correlation coefficient in dimensions of brand loyalty and perceived quality, and has lower correlation coefficient in other detentions such as brand awareness and brand associations.
Language:
Persian
Published:
Journal of Publishing, Volume:2 Issue: 4, 2012
Page:
51
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