May 31, 2024
Majid Esmaeilpour

Majid Esmaeilpour

Academic Rank: Associate professor
Address: Department of Business Management, Faculty of Business and Economics, Persian Gulf University, Shahid Mahini Street, Bushehr, Iran Zip code: 7516913798,
Degree: Ph.D in Marketing Management
Phone: 07731222136
Faculty: School of Business and Economics

Research

Title Brand Communications and Customer Equity: The Mediating Role of Brand Knowledge and Word of Mouth Ads
Type Article
Keywords
Brand Communication, Brand Knowledge, word-of-Mouth Advertising, Customer equity
Journal Journal of Economics and Business
DOI
Researchers Manijeh Bahrainizad (First researcher) , Majid Esmaeilpour (Second researcher) , Kianoosh Moradi (Third researcher)

Abstract

Brand communication and customer equity are two important concepts in the field of online stores and businesses and considered as criteria for marketing success. The purpose of this study is to investigate the effect of brand communication on customer equity in online stores. In this research, the role of brand knowledge and word-of-mouth advertising has been evaluated as two intermediary variables. The present research is in terms of purposeful research among the applied research, from the perspective of data collection, descriptive and survey type and in terms of research strategy, this research is correlation. The statistical population of the research is the participants (including visitors and buyers) residing in the provinces of Bushehr and Fars from internet stores. 384 questionnaires were completed and analyzed by convenience sampling method. Data analysis using SPSS and AMOS software showed that the use of brand communication increases the customer equity. Brand communication has a direct impact on word-of-mouth advertising, and brand knowledge and word-of-mouth advertising also affect customer equity. In addition, was not confirmed the indirect impact of brand communication on customer equity by the role of mediator brand knowledge and word-of-mouth advertising, and the direct impact of brand communication on brand knowledge.