Measuring brand differentiation and loyalty on brand equity
Abstract
The brand is one of the most valuable assets of the brand value and is one of the most important and inimitable assets of any company. One of the effective factors in determining brand value is the image of the brand’s country of origin. The purpose of the research is to examine the measurement of brand differentiation and loyalty on brand equity in the automotive industry. The dimensions of brand value in this research are brand differentiation and loyalty. The dimensions of brand value in this research are brand differentiation and loyalty. In the current research, the statistical population of all people who are exposed to the choice and use of cars in Rasht city and the sample size of this research also due to the unlimited population. Cochran’s formula was used, and 282 samples were analyzed and statistically analyzed. The research results showed that brand differentiation has a positive effect on brand equity. Also, brand loyalty has a positive effect on brand equity.
References
[1] Taghipour M, Seraj F, Amir Hassani M, Farahani Kheirabad S. Risk analysis in the management of urban construction projects from the perspective of the employer and the contractor. International Journal of Organizational Leadership 2015; 4(4): 356–373. doi: 10.33844/ijol.2015.60284
[2] Mahboobi M, Taghipour M, Ali Azadeh M. Assessing ergonomic risk factors using combined data envelopment analysis and conventional methods for an auto parts manufacturer. Work 2020; 67(1): 113–128. doi: 10.3233/WOR-203257
[3] Taghipour M, Mahboobi M, Gharagozlou H. The impact of ICT on knowledge sharing obstacles in knowledge management process (including case-study). Iranian Journal of Information Processing and Management 2016; 31(4): 1049–1074. doi: 10.35050/JIPM010.2016.003
[4] Khalilpour M, Kamyabi Y, Nabavi Chshmi SA, Taghipour M. The impact of accountant’s ethical approaches on the disclosure quality of corporate social responsibility information an Islamic perspective in Iran. National Academy of Managerial Staff of Culture and Arts Herald 2018; 1: 1173–1181. doi: 10.32461/2226-3209.1.2018.178689
[5] Mirzaie F, Nazari AA, Zargham Boroujeni H, Taghipour M. The relationship between social bearing capacities with conflict as a result, in the perception of the visiting historical sites. Journal of Investment and Management 2015; 4(6): 403–408.
[6] Alamdar khoolaki M, Naami A, Taghipour M. Effect of integrated marketing communication on brand value with the role of agency’s reputation (including case study) (Persian). Journal of Process Engineering 2019; 5(11): 30–44.
[7] Taghipour M, Safari M, Bagheri H. A survey of BPL technology and feasibility of its application in Iran (Gilan Province). Science Journal of Circuites, Systems and Signal Processing 2015; 4(5): 30–40. doi: 10.11648/j.cssp.20150405.11
[8] Seddigh MB, Beheshti SMA, Chegini H, Taghipour M. Assessing the effect of FRP system on compressive and shear bending strength of concrete elements. International Journal of Innovative Research in Science, Engineering and Technology 2015; 4(11): 11511–11524. doi: 10.15680/IJIRSET.2015.0411119
[9] Jalili L, Ghafourian M, Toopal T, Taghipour M. Comparative study of Khaje Rashid al-Din views on Rab-e Rashidi Islamic Utopia and Kevin Lynch ideas. International Journal of Archaeology 2015; 3(5): 39–47. doi: 10.11648/j.ija.20150305.11
[10] Taghipour M, Vosough A, Azizi D, Abdi J. Insurance performance evaluation using BSC-AHP combined technique. Journal National Academy of Managerial Staff of Culture and Arts Herald 2018; 1: 1158–1166. doi: 10.32461/2226-3209.1.2018.178687
[11] Rezvani Befrouie A, Ghobadian V, Taghipour M. The design of high-rise building with ecological approach in Iran (Alborz Province). International Journal of Modern Trends in Engineering and Research 2015; 2(10): 455–464.
[12] Taghipour D, Ganji F, Zolfagharijoo A, et al. The identification and prioritization of effective indices on optimal implementation of customer relationship management using TOPSIS, AHP methods—Case study: Pasargad bank. Management 2020; 3(4): 43–60. doi: 10.31058/j.mana.2020.34004
[13] Taghipour M, Yazdi H. Seismic analysis (non-linear static analysis (pushover) and nonlinear dynamic) on cable-stayed bridge. American Journal of Civil Engineering 2015; 3(5): 129–139. doi: 10.11648/j.ajce.20150305.11
[14] Taghipour M, Barzegar P, Mahboobi M, Mohammadi S. Investigating the relationship between competitive strategies and corporates performance—Case study: Parsian Banks of Tehran. Management 2020; 3(4): 13–28. doi: 10.31058/j.mana.2020.34002
[15] Taghipour M, Moosavi SA. A look at gas turbine vibration condition monitoring in region 3 of gas transmission operation. Journal of Environmental Science, Computer Science and Engineering & Technology 2020; 9(3): 423–432. doi: 10.24214/jecet.C.9.3.42332
[16] Rahamni M, Vaziri Shams S, Abedi V, Taghipour M. Providing health, safety and environmental management (HSE) program in metal mining industry (including case study). Management 2020; 4(3): 14–35. doi: 10.31058/j.mana.2021.43002
[17] Taghipour M, Vaezi M. Safe power outlet. Electrical Science & Engineering 2020; 2(2): 5–10. doi: 10.30564/ese.v2i2.2464
[18] Tarverdizadeh H, Taghipour M, Nezamivad S. Predicting students’ academic achievement based on emotional intelligence, personality and demographic characteristics, attitudes toward education and career prospects through the mediation of academic resilience. Scientific Journal of Education Research 2021; 16(65): 171–186.
[19] Azarian R, Taghipour M. The impact of implementing inclusive quality management on organizational trust (case study: Education). Journal of Multidisciplinary Engineering Science Studies 2020; 6(7): 3376–3383.
[20] Ghadamzan Jalali A, Habibi Machiani H, Taghipour M, Moshtaghi S. Explain the relationship between intellectual capital, organizational learning and employee performance of Parsian Bank branches in Guilan province. Educational Administration Research 2020; 11(44): 87–102.
[21] Mohammadi S, Taghipour M, Mahboobi M. Investigating the role and impact of using ICT tools on evaluating the performance of service organizations (Persian). Iranian Journal of Information Processing and Management 2021; 37(1): 1–26. doi: 10.52547/JIPM.37.1.1
[22] Abdi J, Safariyan S, Usefi R, Taghipour M. Predicting entrepreneurial marketing through strategic planning (including case study) (Persian). Educational Administration Research 2019; 10(39): 127–146.
[23] Arsalani M, Esmaeilkhoo H, Taghipour D. Investigating the effect of social media marketing activities on brand awareness. Management 2021; 4(2): 18–31. doi: 10.31058/j.mana.2021.42002
[24] Khorasani Z, Taghipour M. The location of industrial complex using combined model of fuzzy multiple criteria decision making (including case study). International Journal of Innovation Scientific Research and Review 2020; 2(7): 268–280.
[25] Taghipour M, Sharifzadeh S, Seraj F. Risk assessment and analysis of the state DAM construction projects using FMEA technique. Trends in Life Sciences: An International Peer-Reviewed Journal 2015; 4(2).
[26] Hoseinpour Z, Taghipour M, Hassan Beigi J, Mahboobi M. The problem solving of bi-objective hybrid production with the possibility of production outsourcing through Imperialist Algorithm, NSGA-II, GAPSO hybrid algorithms. Turkish Journal of Computer and Mathematics Education 2021; 12(13): 8090–8111.
[27] Taghipour M, Ahmadi Sarchoghaei J. Evaluation of tourist attractions in Bourujerd County with emphasis on development of new markets by using Topsis model. Science Journal of Business and Management 2015; 3(5): 175–189. doi: 10.11648/j.sjbm.20150305.16
[28] Hashemi N, Ohadi Digesaraei D, Taghipour M. The effect of personal factors on increasing the productivity of low-level employees in the General Welfare Department of Tehran Municipality. Journal of Multidisciplinary Engineering Science and Research 2023; 2(6): 238–241.
[29] Safdarpour S, Pourkhosravani P, Taghipour M. The effect of government support on innovation ability (including a case study). Journal of Multidisciplinary Engineering Science and Research 2023; 2(6): 233–237.
[30] Ganjali R, Negaresh Z, Taghipour M. Strategic analysis of household hazardous waste reduction. International Journal of Educational Foundations and Management 2023; 11(4): 1–10.
[31] Taghipour M, Safdarpour S, Taherian P, et al. The impact of managerial factors on increasing the productivity of low-level employees (including case study). Management 2022; 5(2): 1–9. doi: 10.31058/j.mana.2022.52001
[32] Ganjali R, Ohadi Digesaraei D, Taghipour M. Investigating the relationship between environmental awareness and the level of education and occupation of people. International Journal of Educational Foundations and Management 2023; 11(4): 1–5.
[33] Baghipour Sarami F, Bozorgiamiri A, Mououdi MA, Taghipour M. Modeling of nurses’ shift work schedules according to ergonomics: A case study in Imam Sajjad (AS) Hospital of Ramsar (Persian). Journal of Ergonomics 2016; 4(1): 1–12. doi: 10.20286/joe-04011
[34] Lalekaei MM, Taghipour M, Nazari M, Karimi M. Measurement of the country of origin of the brand of branding and brand loyalty. Management 2022; 5(1): 40–47. doi: 10.31058/j.mana.2022.51006
[35] Taghipour M, Jafari S, Rajabzadeh Mirak Abad S, Mahboobi M. Investigating the effect of intelligent ordnance on the level of learning/teaching (including case study). In: Proceedings of the 4th Comprehensive and National Conference of Resistive Economics; 17 November 2018; Babolsar, Iran.
[36] Taghipour M, Daneshfard K, Sedaghatmanesh A, Soleimani Delarestaghi S. The study of the effect of smart schools on the level of learning-teaching in high school. In: Proceedings of the 5th National Conference on Applied Economics & Management; 13 July 2018; Babolsar, Iran.
[37] Taghipour M, Karimi M, Shirin M, Nikseresht H. The impact of motives from obtaining ISO 9001 certification on organization performance (including case study). In: Proceedings of the 5th National Conference Applied Economics & Management; 13 July 2018; Babolsar, Iran.
[38] Yaghoubi SJ, Sedaghatmanesh A, Taghipour M, et al. Students learn and learn using the effects of smart schools. International Journal of Management and Sustainability 2018; 1: 36–50.
[39] Taghipour M, Habibi Machiani H, Amin M. The impact of working capital management on the performance of firms listed in Tehran Stock Exchange (TSE). Journal of Multidisciplinary Engineering Science and Technology 2020; 7(6): 12146–12154.
[40] Habibi Machani A, TalariYF, Savarrakhsh M, Taghipour M. Designing a smart model for managing Iranian chain stores based on business intelligence (case study of proma chain store). Management 2021; 4(1): 1–18. doi: 10.31058/j.mana.2021.41001
Copyright (c) 2023 Mohadese Moradi Lalekaei, Elahe Azizzadeh Kalngestani, Mohamamd Taghipour
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors contributing to this journal agree to publish their articles under the Creative Commons Attribution 4.0 International License, allowing third parties to share their work (copy, distribute, transmit) and to adapt it for any purpose, even commercially, under the condition that the authors are given credit. With this license, authors hold the copyright.
