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 brand equity in the software industry. In this regard, the relationships between marketing-mix effort (channel performance, value-oriented price, promotion, and after sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and brand loyalty), and market performance have been investigated by the structural equation modeling. A random sampling method among the users of one company`s products that not only being user, but also have communication and interaction with the company revealed the following findings the corporate image as a mediator play the most important role in the process of brand equity development. After sales service, price, and promotion influence 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 and creation of brand loyalty and by this means takes advantage of their corporate image as a competitive advantage.

Keywords

• marketing mix
• corporate image
• brand equity
• dimensions of brand equity
• industrial branding
• software.