چکیده:
The research on the brands (brand) and brand equity has become important for marketing activities and marketing theory in recent years.The brand equity is one of the assets which either preserve the company's value or also will follow customer loyalty. This study aims to determine the factors influencing brand equity from the consumer perspective in Iran chocolate industry. In this research, Aaker David brand equity model is used which has four dimensions of awareness, perceived quality,associations, and loyalty to the brand.The population has been the consumers of Baraka chocolate in Shahrvand chain shops that 50 people of them were selected as samples. Results showed that there is a significant relationship between perceived quality and brand equity. Furthermore, there is a direct significant relationship between loyalty to the brand and brand equity.There is a strong significant relationship between awareness of the brand and brand equity and there is a very strong significant relationship between brand association and brand equity.Also there is no significant difference between men and women in none of the components. And only in the component of loyalty to the brand in Iran chocolate industry there is significant difference between different age groups and in the components of awareness, perceived quality, loyalty to the brand and brand added value there is significant difference between different age groups
خلاصه ماشینی:
In this research, Aaker David brand equity model is used which has four dimensions of awareness, perceived quality,associations, and loyalty to the brand.
Therefore according to the subject matter importance, in this study we will explain the factors affecting brand equity from the perspective of the consumer in Iran chocolate industry and particularly in Baraka products.
Aaker conceptual model for conceptualizing is presented in the following figure, thus the present research hypothesis based on Aaker model is also (the model used in this study) illustrated as follows: (View the image of this page) Fig. 1: Research Conceptual Model (Aaker, 1991) H₁: Perceived quality has a significant relationship with brand equity.
Using statistical analysis,the existence of a significant relationship between 4 variables of Aakermodel (Brand, awareness of the brand, perceived quality, and brand association) and a specific value of the products from the consumer perspective is studied.
For analyzing data first the demographic characteristics of responders (including gender, age, educational level) must fully examined and then followed by statistical indicators related to each question of the questionnaire and research variables in research questionnaires means brand equity, awareness of the brand, perceived quality of brand, loyalty and brand associations should be calculated (Sedghiani and Ebrahimi, 2002).
Hypothesis H₁: There is significant relationship between perceived quality and brand equity.
Hypothesis H₁: There is significant relationship between perceived quality and brand equity.
Therefore, there is the strong significant relationship between perceived quality and brand equity.