The Impact of Advertising on Brand Equity(Case Study: Chocolate Mamufacturing Companies of East Azerbaijan)
Companies are using development of barnd program as a way to introduce their products. Brand development can be the underlying cause for organizations which willing to move in other areas. By producing and providing goods and services under the same brand, they can be developed and thereby can reduce risk and spread their brand image .The aim of this study is to evaluate the impact of advertising on brand equity. This research can be categorisezed as a survey study and applicable in nature. A questionnaire used to collect data which its validity was confirmed. The questionnaires were distributed among the participants and then, were analyzed through SPSS and PLS. Results indicated the confirmation of all the research hypothesis and significant impact of advertising on brand equity and its dimensions, including brand awareness, brand association, perceived quality, brand loyalty, brand and other assets such as reputation.
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
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