Investigating the effects of Iranian cultural factors on brand equity for strategic management of market share

Brand is a symbol, logo and indicator of the specific identity of a product manufacturer and the services they render which can create value for both the manufacturer itself and the customers of those products and services. In this paper, we investigate the relationship between Iranian cultural factors with those creating brand value in this industry. The proposed study chooses Philpa System Co. as statistical population and the subject for our case study. The study chooses 56 people who had some past purchase experience from Philpa System as samples. A questionnaire was designed and distributed among the participants. The validity of which was confirmed through depth interviews made with experts of the pertinent industry and its reliability was also calculated using Cronbachʹs alpha test and was shown to be 82.4 %, which indicated the good reliability of these questionnaires. The data obtained from these questionnaires were analyzed using path analysis and structural equation modeling methods. The results gained from the investigations showed that different aspects of Iranian cultural factors, specifically customer honoring, had the greatest effect on the quality of customers’ perception from the brand; it was also shown that promotion in any of the other aspects presented in Aaker’s brand equity model will directly influence and increase the perceived quality of the brand.