Management
Samira Sadat Ebnerasoul; Seyed Jalal Moosavi Bazargan
Abstract
This research aims to investigate whether smartphone brands have gender from the perspective of Iranian users and examine the relationship between different genders of smartphones and brand equity with mediating role of customer loyalty. This is a quantitative study that uses inferential statistics to ...
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This research aims to investigate whether smartphone brands have gender from the perspective of Iranian users and examine the relationship between different genders of smartphones and brand equity with mediating role of customer loyalty. This is a quantitative study that uses inferential statistics to evaluate hypotheses. A standardized questionnaire with 26 questions was used as the research instrument. The statistical population consisted of users of the six most widely-used smartphone brands in Iran (Samsung, Apple, Xiaomi, Huawei, Sony and Nokia), who could participate in the online survey through social networks (Instagram, WhatsApp, and Telegram). The simple random probability sampling method involved 472 samples. Smart PLS version 3 and SPSS version 26 were used to analyze the data. The research was carried out from June 2022 to February 2023. The results show that smartphones have gender from the perspective of Iranian users. Brand femininity and masculinity correlate significantly and positively with customer loyalty to smartphones. Customer loyalty has a significant and positive relationship with brand equity in smartphones. Both brand femininity and masculinity increase brand equity through customer loyalty, with brand femininity having a more significant impact on brand equity than brand masculinity. The biological gender of smartphone users has no relationship with customer loyalty and does not affect their perception of brand femininity and masculinity.
Mahin Rashki Ghaleno; Mehdi Rabbi Zavareh; Elham Bahrami
Volume 3, Issue 3 , March 2016, , Pages 185-201
Abstract
According to privatization of insurance companies and regarding the competitive climate over insurance industry in next years, undoubtedly there are some effective factors to obtain a proper place in customers’ mind such that they remain loyal to the insurance company. One of these is ‘brand ...
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According to privatization of insurance companies and regarding the competitive climate over insurance industry in next years, undoubtedly there are some effective factors to obtain a proper place in customers’ mind such that they remain loyal to the insurance company. One of these is ‘brand equity’. The purpose of this paper is to study the effect of mobile marketing on creating and enhancing brand equity dimensions. Brand equity is a multidimensional notion that may be increased by enhanced dimensions. In this regard, mobile marketing and customer-oriented brand equity are defined according to Aaker model. This is a descriptive field study as it states research title and deals with it through descriptive data; in addition, the relationship between mobile marketing and brand equity dimensions are investigated using a researcher made 24-item questionnaire. The questionnaire’s reliability (74%) was determined by Cronbach alpha coefficient. Research statistical population was clients of insurance industry. Since the population was infinite, research sample included 384 individuals measured by Cochran formula. Collected data were analyzed using analytical statistics. The significance relationship between research variables was tested by Pearson correlation coefficient and regression analysis through SPSS software. Results indicate that mobile marketing is one of effective factors influencing awareness, association and perceived quality. Moreover, mobile customer relationship management (CRM) causes increased customer loyalty and provides the opportunity for the return of. As a result, insurers, in order to increase the value of brand equity, must invest on mobile marketing.