Study the relationship between brand equity and brand dimensions

Shadi Razavi Satvati¹ Mahnaz Rabiei² Karim Rasouli³

1) Department of business management Electronic Branch,Islamic Azad University,Tehran,Iran
2) Electronic Branch,Islamic Azad University,Tehran,Iran
3) Electronic Branch,Islamic Azad University,Tehran,Iran

IOI Code : XYHC-BEHFB
Publication : 4th International Conference on Modern Research’s in Management,Economics & Accounting(4meaconf.com)
Abstract :
    The present study was conducted to investigate the relationship between brand equity and brand dimensions . This is a survey-descriptive research. Owners of Suzuki Vitara of Iran Khodro, the Hyundai Santa Fe of Kia and Sportage of Hyundai in Islamic Republic of Iran are population of this research. According to the results of this research, in creating special value of commercial name, there is a causal relationship. Firstly, there is relationship between Knowledge and understanding of the brand and brand associations and perceived quality. Secondly, brand loyalty is affected by mental associations. According to results of this investigation, there is no significant relationship between brand associate and special brand value. Among brand loyalty and perceived quality, there is stronger relationship between brand loyalty and brand special value than perceived quality.

Keywords : brand awareness brand equity brand loyalty perceived quality brand association