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- W2168960895 abstract "Article history: Received July 28, 2013 Accepted 14 January 2014 Available online February 27 2014 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. © 2014 Growing Science Ltd. All rights reserved." @default.
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- W2168960895 date "2014-01-01" @default.
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- W2168960895 title "Investigating the effects of different levels of CRM investment on development of brand equity" @default.
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- W2168960895 doi "https://doi.org/10.5267/j.msl.2014.2.030" @default.
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