Latest Issue
IJSER

Title:
THE BRAND CALLED ABASALTIAN (THE EFFECT OF BRAND CONTENT AND BRAND CREDIBILITY ON BRAND VALUE)

Authors:
Pouria Jahanbakhshian, Cyprus

Abstract:
Tom Peters was one of the people who made extensive research and research in the area of personal brand and the term brand identity was first introduced in a 1997 article by him. He said the attention of senior executives to products and services while the most influential sector in the market is employees and managers. This research aims to examine the status and relationship between Dimensions of brand credibility, brand content, brand equity, brand identity, brand image and brand prestige. The research method is descriptive-survey. The sample size was obtained using Cochran method at 6% error rate and with unlimited statistical population of 268 people. The data gathering tool was a standard six-part questionnaire. The reliability coefficient of the questionnaire was obtained using Cronbach's alpha coefficient and verbal and content validity was confirmed by the experts. Data were analyzed using SPSS, PLS and AHP software. The test results were averaged All components are investigating Abasaltian Ali (Www.Abasaltian.Com) are in good condition. the average of all components is higher than the three. Correlation test results have a positive and significant relationship between brand credibility and brand conten and brand image - Brand content has been verified.
Positive, meaningful and linear effects of five components of brand credibility, brand content, brand identity, brand image and brand prestige on brand equity were confirmed by linear regression test. The results of the analysis with the PLS software confirmed the impact of the three elements of brand credibility, brand content and brand equity and different components were prioritized by fuzzy AHP method. Prestige brand and brand credibility were the highest priorities.

PDF Download