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- W2182807140 abstract "The research presents effect of marketing advertisements and price promotion to brand equity in Insurance industry in Iran. Methodology that used from viewpoint of aim is applied and the procedure of them is also survey. The sample was randomly drawn from the population who are legal and real customers of Iran Insurance Company, Asia Insurance company and Parsian insurance company that they have 2 years record in Tehran branches so that the numbers of them are 23679.researeh model of the study consist of randomly selected 429 consumers and we measured it by random sampling method. Advertising and price promotion are Independent variable, perceived quality of the brand, brand loyalty and brand image are dependent variable and brand awareness is mediator variable. Required information for this research was gathered by using a standard questionnaire. This information according to research hypotheses, the information in LISREL software environment by applying confirmatory factor analysis and structural equation model was analyzed. The results of the present study show marketing advertisements on perceived quality, brand awareness, brand image and brand loyalty has a positive effect; price promotion has a negative effect on perceived quality and has positive effect on brand image. Brand awareness has also a positive effect on brand image." @default.
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- W2182807140 date "2014-01-01" @default.
- W2182807140 modified "2023-09-23" @default.
- W2182807140 title "A Study on the Effect of Marketing Advertisements and Price Promotions to Brand equity in Iranian Insurance Industry (A Case Study on Iran, Asia and Parsian Insurance Companies)" @default.
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