The effect of marketing mix and after sales service toward brand equity

Roya bakhshinezhad shamami; Bahram Kheiry

doi:10.14414/jebav.v22i1.1671

Vol. 22 No. 1 (2019), Articles

Vol. 22 No. 1 (2019)

The effect of marketing mix and after sales service toward brand equity

Articles

DOI: 10.14414/jebav.v22i1.1671

Published 31-07-2019

Roya bakhshinezhad shamami⁺⁻
Bahram Kheiry⁺⁻

Roya bakhshinezhad shamami

Islamic Azad University

Bahram Kheiry

Islamic Azad University

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Keywords

Marketing mix
4P (price
product
place
promotion)
After-sales services
Brand awareness
Perceived quality. brand equity

How to Cite

bakhshinezhad shamami, R., & Kheiry, B. (2019). The effect of marketing mix and after sales service toward brand equity. Journal of Economics, Business, and Accountancy Ventura, 22(1), 123-136. https://doi.org/10.14414/jebav.v22i1.1671

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Abstract

The present research aimed to study the effect of the marketing mix (price, product, place, promotion) and after-sales services on three dimensions of brand equity (perceived quality, brand loyalty, and brand awareness) using the Aaker Model. After-sales service in the automotive industry is emphasized as a key and effective element in the promotion of perceived quality, brand loyalty, brand equity, and even products pricing. It is a descriptive survey in which the required data were collected using a questionnaire. The statistical population included the buyers of products of Iran Khodro Diesel Company who have used the sales and after-sales services of this company, 384 of whom were selected as the sample. The obtained data were analyzed using Smart PLS-2 and SPSS-21. The results indicated that product; place (distribution), promotion (advertisement), and after-sales services have a significant impact on dimensions of brand equity.

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The effect of marketing mix and after sales service toward brand equity

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