The relationdship between sustainable marketing,brand equity and consumer behavior:A case Study in Shahrvand chain stores in Tehran

Neda sadat hoseini¹

IOI Code : XYCG-AEBBF
Publication : international conference of Management Elites(icme.ir)
Abstract :
    This study examines the relationship between sustainable marketing with brand equity and consumer behavior in citizens chain stores. For this purpose, a questionnaire was prepared and distributed among 384 customers of citizens chain stores. 360 of them responded, and was returned. The data from the questionnaires after classification and group them in each indicator were used to test. After reviewing the research hypothesis, was found that the first hypothesis, there is a significant relationship between sustainable marketing and brand equity in chain stores. In the second hypothesis,there is a significant relationship between brand equity and consumer behavior in chain stores. Finally, this study ends by concluding and providing recommendations for the use of research results and for future research

Keywords : sustainable marketing consumer behavior brand equity chain stores tehran