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| Field |
Value |
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| Title |
Review and explain the impact of promotion elements on brand equity (Case study: Samsung brand)
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| Creator |
salmani mojaveri, hamidreza
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| Description |
This study has been examines the relationship between elements of promotion and brand equity in the home, audio and video products (Samsung brand case study). Type of present Research Method is descriptive and correlation based on structural equation modeling. For this purpose a questionnaire with 36 questions has been designed. Results of data analysis with use structural equation modeling is supported the research hypotheses about the direct effects of variables on each other. Results indicate positive effects of the brand equity dimensions on the brand equity and strong impact of promotion dimensions on these dimensions. finally use of brand enrichment activities (such as extensive advertising, employing qualified and efficiently vendors, increase communication with goal customer use of various and appropriate sales promotion and extensively , use of marketing without intermediaries e.g. creating sites) to create brand equity for products home , audio and video products is proposed.
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| Publisher |
International Journal of Business and Information Technology
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| Contributor |
—
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| Date |
2014-05-26
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| Type |
—
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| Format |
application/pdf
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| Identifier |
http://ojs.excelingtech.co.uk/index.php/IJBIT/article/view/898
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| Source |
International Journal of Business and Information Technology; Vol 4, No 1 (2014): March
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| Language |
en
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| Rights |
The copyright of the contribution is transferred to IJBIT in case of acceptance. The copyright transfer covers the exclusive right to reproduce and distribute the contribution, including reprints, translations, photographic reproductions, microform, electronic form, or any other reproductions of similar nature. The Author may publish his/her contribution on his/her personal Web page provided that he/she creates a link to the mentioned volume of IJBIT. The Author may not publish his/her contribution anywhere else without the prior written permission of the publisher unless it has been changed substantially. The Author warrants that his/her contribution is original, except for such excerpts from copyrighted works as may be included with the permission of the copyright holder and author thereof, that it contains no libellous statements, and does not infringe on any copyright, trademark, patent, statutory right, or propriety right of others. The Author also agrees for and accepts responsibility for releasing this material on behalf of any and all co-authors.
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Since 2014