The Influencing Factors Of Marketing Strategies On Corporate Social Responsibility And brand Equity With The Mediating Role Of Brand Position

This study evaluates the influencing factors of marketing strategies on corporate social responsibility and brand equity with the mediating role of brand position. The current research method is descriptive and the method of data collection is survey. For this purpose, a questionnaire with 26 questions has been designed. In order to answer the questions, 200 of the car body insurance policy buyers of 4 private insurance companies of Asia, Alborz, Mellat and Parsian, which have the largest share of the car body insurance market, were selected as the statistical sample of this research. The sampling method was chosen as simple random. The results of the research show that the perceived quality, brand loyalty and associations have a direct effect on the social responsibility of the company and the brand value of insurance companies, and the position of the brand name does not directly affect the social responsibility of the company and the brand value.