Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints)

Lack of appropriate strategies to enhance brand equity of Internet companies needs particular attention in Iran. The aim of this research is to study factors influencing on the brand equity of internet companies. The study is descriptive-survey type. At first, different factors influencing on brand equity were defined. Then the hypothesis was examined via regression analysis (Partial Least Squares Modeling). After that the results were analyzed and discussed. The statistical population was the students of Allameh Tabataba’i University who have had at least one experience of internet shopping. To collect the primary data, questionnaires were distributed and the population was selected using available stratified sampling method; both paper and online questionnaire were used .After collecting acceptable questionnaires, the statistical methods such as Partial Least Squares analysis and Friedman test were used. The finding shows that among factors influencing on brand equity, marketing communication and customer's services had priority. Other factors which affect the brand equity were brand awareness, perceived quality of brand and interactivity.

کلیدواژه ها:

brand equity ، Customer's Services ، Internet Company ، Marketing Communication