The effect word of month advertising influence on equity brand iran khodro product in khozestan province

alimahamad salehi morkani¹ gahanbakhsh rahimi²

1) Department of Business Administration, master of busines of Islamic Azad University of Yasouj, Yasouj,
2) Department of Business Administration, Gachsaran, Islamic Azad University of Gachsaran, Iran

IOI Code : XYBE-ZKGZB
Publication : 5th International Conference On Modern Researchs in Management, Economics & Accounting (5meaconf.com)
Abstract :
    Attention to the customer, need for continuity in today s competitive markets. WOM emerging field in which, Egyptian consumers and to evaluate their experiences of brands and products such as car through communication channels to share. Brand equity, based on the individual preferences and purchase intentions Egypt and ultimately, influence brand choice. In the present study, the effect of word of mouth advertising influence on brand equity Iran Khodro was in this province. The purpose of this study is causal in nature, research population, all the customers in the Khuzestan province of Iran Khodro s products are simple random sampling was used to select samples. The data collecting tool was a questionnaire. The theoretical basis and the findings of previous research, the conceptual model and hypotheses that (a main hypothesis and four sub-hypothesis) offers software for data analysis spss is used. All hypotheses were confirmed through linear regression tests. Results showed, through word of mouth affects the dimensions of brand equity. At the end Based on the findings, recommendations were presented

Keywords : mouth advertising brand equity brand awareness brand association brand quality and brand loyalty