چکیده:
The purpose of this study is "the effect of brand equity on consumer satisfaction and brand loyalty in Wood & Paper industry of the Mazandaran Province ". The research method used in this study is descriptive and correlational-structural equation modeling(SEM) technique. Statistical population of this study is all consumers of Wood & Paper industry of the Mazandaran Province that is unlimited their number. 384 samples are selected based on Cochran formula. The data collection tool is a standard questionnaire, and Cronbach's alpha coefficient test is used to assess the reliability. The obtained alpha equals to 0.862 which represents the reliability of questionnaire design. Finally, the data set is analyzed using LISREL software. The results show that there is a significant and positive effect between dimensions of brand equity with consumer satisfaction (except, employee behavior and brand awareness) and brand loyalty (except ideal self- image and brand identity), and customer satisfaction will have a positive and significant effect on brand loyalty, too
خلاصه ماشینی:
Application of Brand Equity Dimensions in Creating Customer Satisfaction and Loyalty Milad Farzin 1 Date of receiving article: 98/09/20 Date of acceptance of article: 98/10/21 Majid Fani 2 Marzieh Sadeghi 3 Abstract The aim of this research is "the impact of brand equity from the consumer's perspective on brand satisfaction and loyalty in the wood and paper industries of Mazandaran province.
Brand equity is an important, challenging, and fundamental concept of brand management, and different terms are used to explain it, including: proprietary assets, brand development, market behavior, brand attitude, different financial metrics, customer mindset, market-product level outcomes, brand value, and brand image.
Proper management of brand equity leads to greater loyalty, reduced risk of marketing activities and marketing crises, flexible response to price fluctuations, increased support and cooperation, effective marketing communications, more opportunities for brand development, greater attractiveness to investors, more investor support (Van Auken, 2005, Aaker, 1991, Keller, 2003), higher profit margins (2010, Lee et al), and protection against potential competitors during outsourcing (2009, Kuang Chi et al).
Considering brand equity as a market-based asset refers to the fact that creating and maintaining trust is one of the main factors affecting brand equity; because trust is a key characteristic of every successful long-term relationship (Morgan and Hunt, 1994).
96, it can be concluded that there is a direct, positive, and significant relationship between quality, employee behavior, lifestyle fit, brand awareness, consumer satisfaction, and brand loyalty in the wood industries of Mazandaran province.
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