aAssistant Professor, Department of Management, Payame Noor University, PO Box 19395-3697, Tehran, I.R of Iran
bMaster of Business Administration, Payam Noor University, Iran
Online published on 7 May, 2014.
One of the most important and valuable assets of a company is its trademark. The more valuable is a trademark for consumers more profits the company achieves. The present paper aims to identify the effect of brand equity on mobile phone consumers’ behavior. To achieve this goal the relationship between awareness, perceived quality, loyalty, association and asset of brand with consumer behavior was tested based on the conceptual research model. Required data were collected using questionnaire, randomly, from the population of Nokia brand consumers in agents of this company and Isfahan city. Since the population is wide and infinite, simple random sampling and sample size formula were used to estimate the sample size (it was calculated to be 150 individuals). Pearson correlation test, using SPSS software and multiple regression analysis were used to analyze collected data. Results showed that aspects of brand equity have a positive effect on consumers’ behavior and there is significant relationship between these two components. Thus, it is suggested to Nokia brand to use its competitive advantage, particularly its reputation, identity and brand management, and other aspects of brand (mentioned in this research) to lead its consumers’ behavior to a positive direction.
Brand, brand equity, choice, consumer behavior, market brand Nokia
