۱٫۶۴۶ ۱٫۵۰۸ ۰٫۸۹۷ ۲٫۲۸۸ ۲٫۰۳۶ ۲٫۱۱۲
r26 r27 r28 r29
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۱٫۸۶۵ ۱٫۹۲۷ ۱٫۳۲۵ ۱٫۱۶۲
Brands are often the starting point for the distinction between products and services and are competing in the market, so that the are so crucial to organizational success. In recent years this particular brand and brand equity, researchers and practitioners have been attracted to the field of marketing. The concept of brand equity has also been proposed as a measure of the strength of the brands that formed and evolved over the past decades. Services market and consequently broadband provider companies seeking to strengthen their brand and market development can not be free from this case.
In this study provide broadband Internet (ADSL: Asymmetric Digital Subscriber Line) by Golestan Telecommunication, Web, and Sbant Syatk have been studied. Non-probability sampling is available and the number of 384 aged 18 to 40 years, the city of Gorgan (Golestan province) which brands to buy the broadband services provider centers visited. The study design was descriptive research method was applied to the survey. The method of data collection was through questionnaires using Lisrel path analysis software will be analyzed.
The results showed that parents indirectly influence the variables associated with quality, loyalty and equity impact. Variable electronic word of mouth as well as indirectly influencing variables associated with quality and equity of loyalty and a relationship with no knowledge of the above hypothesis is dismissed. In addition, research associate, quality and loyalty of the brand equity and brand awareness of the relationship between brand equity was not confirmed.
Finally, suggestions and questions are presented.
Keywords: brand equity, market services, broadband, telecommunications, and family
Islamic Azad University
Faculty of Management & Accounting
Department Of Business Management
In partial fulfillment of the requirements for )M.A.( degree
Factors Affecting Brand Equity According to Consumer Services Market
Case Study: Telecom Broadband Golestan State
Dr. Mohammadreza Azadehdel
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