An Investigation of the Impact of Marketing Mix Elements on Consumer Behaviour through the Role of Brand Equity

The aim of this study was to determine and assess the role of marketing mix elements on brand equity and its relationship with customer responses. In recent decades, investigating on brand allocated a special place to itself in various fields including academic and business market. Many researchers and corporate executives come to this conclusion that the most valuable asset of a company for its marketing improvement is branding knowledge that is done by investing in marketing programs and subsequently, creates brand image in the minds of consumers. In this context, different models were presented that sometimes their results have been different from each other. According to this issue, the need to study factors affecting brand equity and its impact on customer responses through a comprehensive view which contains both dimensions becomes more important. In this research, an optimal model is presented that evaluates the relationship of brand equity with marketing mix elements and customer behavior and response. This research was descriptive-survey and data were collected via questionnaire. The research sample size was determined based on Cochran formula in an unlimited population (N=384) and data were analyzed using structural equation modeling via SPSS and LISREL softwares. The results showed that there is a positive relationship between the research variables and the research conceptual model fitness.