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.
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