Title of article :
Investigating the effects of different levels of CRM investment on development of brand equity
Author/Authors :
Abbasi، Hamed نويسنده Department of Management, Tehran Central Branch, Islamic Azad University, Central, Iran , , Abbasi، Hamid Reza نويسنده , , Hajirasouliha، Mahsan نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran , , Faraji، Ashkan نويسنده Department of Management and Accounting, South Branch, Islamic Azad University, Tehran, Iran ,
Issue Information :
ماهنامه با شماره پیاپی 28 سال 2014
Pages :
4
From page :
647
To page :
650
Abstract :
This paper investigates the effects of different marketing strategies including basic marketing, reactive marketing, accountable marketing, proactive marketing and partnership marketing on brand equity. The proposed study uses two questionnaires, one for measuring the effects of different marketing strategies and the other for brand equity in Likert scale. Cronbach alphas for brand equity and marketing strategies are calculated as 0.71 and 0.86, respectively. The study has been implemented among 385 regular customers of a Picnic Gas distributer in city of Karaj, Iran. Using Spearman correlation ratio as well as stepwise regression analysis, the study has detected that there were positive and meaningful relationship between marketing strategies and brand equity.
Journal title :
Management Science Letters
Serial Year :
2014
Journal title :
Management Science Letters
Record number :
1055298
Link To Document :
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