مشخصات پژوهش

عنوان	Survey of the Effective Dimensions In Improvement Of Brand Equity In Iranian Insurance Companies
نوع پژوهش	مقاله چاپ‌شده در مجلات علمی
کلیدواژه‌ها	Brand, Brand Equity, Brand Loyalty, Awareness of the Brand, Brand Association, Perceived Quality, BAV model, Insurance Industry Iran
چکیده	Companies use different marketing strategies to achieve competitive advantage. One of these strategies is Branding strategy for products and services. However, given to the role and situation of insurance industry as a tool for peace of people and its impact on economic development and growth of countries, the purpose of this paper is to identify specific aspects on brand equity of insurance companies based on BAV18 model. In order to achieve this goal, the conceptual model of research, brand strength and the impact on brand equity and brand-building hypothesis by making, and necessary information is gathered among clients by using questionnaire and data is Analysis using SPSS and LISREL Software. The obtained results showed that brand acceptation by clients have stronger impact on brand equity than brand power of one insurance company. Also among effective aspects on the brand equity (awareness of brand association, perceived quality and loyalty to brand) perceived quality has strong impact on brand equity of one insurance company.
پژوهشگران	سمیه خسروی (نفر اول)، عادل صلواتی (نفر سوم)، رضا شافعی (نفر دوم)