The effect of entrepreneurial marketing on brand equity and customer loyalty of Shahr Farsh

In today's world, attention to customer orientation in any industry, especially in the carpet industry and related products due to the intensity of competition is paramount. Due to the importance of this research, the effect of entrepreneurial marketing on the brand equity and customer loyalty of carpet city is sought. The statistical population of the study includes the customers of Tehran Carpet City who were selected as a sample size using simple random sampling method and Cochran's formula using 384 people. Data analysis was performed using tests of significance coefficients and path coefficients in PLS software. The results show that entrepreneurial marketing has a positive and significant effect on brand equity and customer loyalty of Shahr Farsh. The results also showed that internal and external factors of entrepreneurial marketing can play a positive and significant role on brand equity and customer loyalty of Hahr Farsh.