Determinants of the sport shoes' brand equity among youths

Seyed Javadein, S. R. and Shams, Rahil (2007) Determinants of the sport shoes' brand equity among youths. Journal of Humanities and Social Sciences, 7 25: 73-96.

Author Seyed Javadein, S. R.
Shams, Rahil
Title Determinants of the sport shoes' brand equity among youths
Journal name Journal of Humanities and Social Sciences
ISSN 1735-0298
Publication date 2007
Sub-type Article (original research)
Volume 7
Issue 25
Start page 73
End page 96
Total pages 24
Place of publication Babolsar, Iran
Publisher University of Mazandaran
Language eng
Formatted abstract
For firms to be successful in competition arenas, one of the essential competences is to have marketing knowledge and skill. It is obvious that one of the effective factors affecting Iranian firms' competitiveness in international arenas is practical and scientific improvements in marketing.

There can be many reasons for unsuccessful marketing plans in firms, however, in this research study, we focus on brand equity because of the importance of brand name and brand symbol.

We use a customer-based brand equity model, based on Aaker's well-known conceptual framework of brand equity. The study concludes that marketing managers on their general assessments about brand equity should concern about the importance of brand equity dimensions. Final1y, the study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself in sport shoes industry in Iran.
Q-Index Code CX
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Thu, 22 Nov 2012, 13:33:52 EST by Susan Peeters on behalf of UQ Business School