Investigating The Effect Of Relational Marketing On The Brand Value Of Competitive Products

The concept of "relationship marketing" has attracted considerable research attention from marketing researchers during the last two decades. The fundamental advantage of the relationship marketing approach is to create stronger customer relationships that increase performance results that include sales growth, market share, profits, return on investment, and customer retention. The current research was conducted with the aim of investigating the impact of relational marketing on the brand value of competitive products. Therefore, this research is an applied research in terms of its purpose. The present research, in terms of the method of collecting descriptive information of the type of correlation, the statistical population of this research includes the customers of Hyperstar products in Tehran. According to Cochran's formula for the unknown population size, the sample number was 384 people. The sampling method in this research is non-probability sampling. The required data were collected through a questionnaire tool (Nguyin et al.'s relational marketing questionnaire (2012) and Yu et al.'s brand value (2000)). The face and content validity of the questionnaire was confirmed by using the expert opinions of the professors and the reliability of the questionnaire was confirmed by using the Cronbach's alpha calculation method. The collected data were analyzed through SPSS19 software. The results of this analysis also showed a positive and direct relationship between internal marketing and brand value.