Investigating the Effect of Marketing Mix and Corporate Image on Brand Equity of Talia and Rightel Companies

Abstract

Brand equity is known as a key index of determining the health of brand and its continuous reviewing is an important activity in effective brand management. One of the aspects of investigating brand is studying it in the view of customers that is according to subjective estimation of customer from a brand. Perceived quality of a certain brand, brand loyalty and brand awareness accompanied by brand associations are the main components of that brand.. The present study is a descriptive survey one. It aims to determine the effect of marketing mix components (price, product, place and promotion) in terms of customers’ perspective of Rightel and Talia companies. Twenty two hypotheses were developed. Population was customers of Rightel and Talia companies and a self-administrated questionnaire was employed to collect data. Reliability was confirmed by Cronbach’s alpha. Data analysis was based on correlation and regression analyses with SPSS software. The results indicated that marketing mix components including price, product, place, and promotion have a significant relationship with brand equity and corporate image. Further, a significant relationship between corporate image and brand equity was found.
Key words: Combined factors; Corporate image; Brand equity; Talia and Rightel