International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

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)

    , , ,

Author Affiliations

  • 1Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, IRAN
  • 2Department of Management, Qeshm International Branch, Islamic Azad University, Qeshm, IRAN

Res. J. Recent Sci., Volume 3, Issue (7), Pages 123-129, July,2 (2014)

Abstract

The research presents effect ofmarketing advertisements and price promotion to brand equity in InsuranceindustryinIran.Methodology that used from viewpoint of aim is applied and theprocedure of them is also survey. The sample was randomly drawn from the population who are legal and real customers of IranInsurance 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, perceivedquality of thebrand, 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 accordingto research hypotheses, theinformation inLISRELsoftware 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. Brandawareness has also a positive effect on brand image.

References

  1. Atilgan E. Aksoy S. and Akinci S., Determination of the brand equity, Marketing Intelligence and planning, 23(3), 237-248 (2007)
  2. Lee J.S. and Back K.J., Reexamination of attendee-based brand equity, Tourism management, 1-7 (2009)
  3. Glynn M.S., Motion J. and Brodie R.J., Source of Brand benefits in manufacture- reseller B2B relationships, Journal of Buisness and industrial marketing,22(6), 400-409 (2007)
  4. Buil I., Chenatony L.D and Martine E., A-Cross-National validation of the consumer-based brand equity scale, Journal of product & brand management17(6), 384-392 (2008)
  5. Mohammedyan, Mahmoud, boom, MH, brand promotion strategies and techniques, gentle Book Publishing Institute, Tehran (2010)
  6. Taylor S.A. Hunter, G.L and Lindberg D.L, Understanding (customer-based) brand equity in financial services, The journal of service marketing, 21(4), 241-252 (2007)
  7. Goldfrab A. Lu Q. and Moorthy S., Measuring brand value in an Equilibrium framework, Marketing science, 28(1), 69-86 (2009)
  8. Kayaman R. and Arasli H., Customer-based brand equity: evidence from the hotel industry, management service quality, 17(1), 92-109 (2007)
  9. Krishnan B.C and Hartline M.D., Brand equity it is more important in services?, Journal of service marketing, 15(5), 328-342 (2001)
  10. Central Insurance Website URL: www.centinsur.ir. (2013)
  11. Ismail K., Hussain J., Shah F.A. and Hussain A.,Effect of Marketing Communication on Sales Performance of Multinational Companies: A Case Study of Proctor and Gamble Company, Research Journal of Recent Sciences, 1(12), 44-48 (2012)
  12. Kotler P. and Armestrong G.,Principles of Marketing 13thed. Upper Saddle River, NJ: Pearson/ Prentice Hall (2010)
  13. Wells W., Moriarty S., Burnett J. and Lwin M., Advertising: Principles and effective IMC practice,Singapore: Pearson/prentice Hall Asia (2007)
  14. Soni Neha and Verghese Manoj, Impact of Sales Promotion Tools on Consumer’s Purchase Decision towardsWhite Good (Refrigerator) at Durg and Bhilai Region of CG, India ,Research Journal of Management Sciences,2(7), 10-14, (2013)
  15. Madhavaram S., Badrinarayanan V. and MnDonald R.E.,Integrated marketing communication (IMC) and brand Identity as Critical Components of Brand equity strategy: A conceptual framework and research propositions, Journal of advertising, 34 (4), 69-80 (2005)
  16. Kotler P., Keller K.L, Ang S.H., Leong, A.M. and Tan C.T., Marketing management An Asian perspective, 5th ed. Singapore: Prentice Hall (2009)
  17. Blech G.E. and Blech M.E., Advertising and promotion, thed. New York, Ny: McGraw Hill (2007)
  18. O'Guinn A. and Semenij, Advertising and Integrated Brand Promotion, 4th ed. Mason, OH: Thomson (2006)
  19. Kotler, Philip and Armstrong, Gary, Principles of Marketing, lustrous February translate, publish (2006)
  20. Davari, Majid Reza, Bshly Solomon, Branding the financial services market-with a focus on banking, publishing, expressive, Tehran (2011)
  21. Roosta A., Venus, referee, Ibrahim, Abdul Hamid, Marketing Management, the publisher, Tehran (2007)
  22. Minor, Michael S., Mvvn, John C., Consumer Behaviorinternal and external factors, the publication of a new translation of Saadi Abbasand Mohammad SalehArdestani, Tehran (2008)
  23. Olson E.L., The implications of platform sharing on brand value, Journal of product and brand management,17(4), 244-253 (2008)
  24. Roulace, S.E, Brand+ beauty+utility= property value, property management,25(5), 428-446 (2006)
  25. Kotler, Ph, Keller KL. Marketing management, Prentice Hall,13 edition (2008)
  26. Stephen Dann& Susan Dann, E-Marketing Theory & application, palgrave Macmillan, 192 (2011)
  27. Hans Ouwersloot and Tom Duncan, Integrated marketing communications, European edition, McGrahill education, 38 (2008)
  28. Keller K.L., Strategic Brand Management: Building, measuring, and Managing Brand Equity, 3th ed upper Saddle River, NJ: Pearson/Prentice Hall (2008)
  29. Aaker D.A, del Blanco, R.M.A. Height of the mark: measuring the value of products and markets, Harvard Buisness Review, 69,74-78 (1995)
  30. Jalali Seyyed Mehdi, Khadem Mojgan and Javidani Masoud,Investigation of the Effective Factors on Brand Loyalty and RepurchaseIntention (Case study: Iranian Consumers) ,Research Journal of Recent Sciences,2(2),10-17 (2013)
  31. Aliwadi K.L., Lehmann D.R. and Neslin S.A., Revenue Premium as an Outcome Measure of brand equity, Journal of marketing, (67), 1-17 (2003)
  32. Anselmsson J., Johansson U. and Persson N., Understanding price promotion for grocery products: A- conceptual model of customer- based brand equity, Journal of product & brand management, 16(6), 401-414 (2007)
  33. Klein Lisa R., Evaluating the potential of interactive media through a new lens: search versus experience goods, journals of business research41(3),195-203 (1998)
  34. Villarejo-Ramos A.F. and Sanchez-Franco M.J. ,The impact of Marketing Communication and Price promotion on brand equity, Journal of brand management, 12 (6), 431-444(2005)
  35. Yoo B., Donthu K. and Lee S., An examination of selected marketing mix elements and brand equity, Journal of the academy of marketing Science, 28(2),195-211 (2000)
  36. Blackwell R., D' Souza, C., Taghian M., Miniard P. and Engel J., Consumor behavior: an asia pacific Approach, Melbourne: Thomson (2007)
  37. Amaretta Melina and Henderiana Evelyn, The effect of marketing communication and price promotion to brand equity, The 2th International research symposium in service management, Jogakarta, Indonisia (2011)