The Effect of Marketing Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector

Abstract

The aim of this research was to prioritize the most important factors that influence brandequity in the software industry. In this regard, the relationships between marketing-mix effort(channel performance, value-oriented price, promotion, and after sales service), corporateimage, three dimensions of brand equity (brand awareness with associations, perceivedquality, and brand loyalty), and market performance have been investigated by the structuralequation modeling. A random sampling method among the users of one company`s productsthat not only being user, but also have communication and interaction with the companyrevealed the following findings; the corporate image as a mediator play the most importantrole in the process of brand equity development. After sales service, price, and promotioninfluence on brand equity due to corporate image. Between the dimensions of brand equity,perceived quality and brand loyalty, have a positive and significant effect on brand equity.Therefore, software companies have to put great emphasis on high quality product andcreation of brand loyalty and by this means takes advantage of their corporate image as acompetitive advantage

Keywords

• Marketing mix
• Corporate image
• Brand equity
• Dimensions of brand equity
• Industrial branding
• Software