IDEAS home Printed from https://ideas.repec.org/a/asi/joasrj/v5y2015i1p38-45id3705.html
   My bibliography  Save this article

Exploring Impact of Marketing Mix on Brand Equity in Insurance Industry (Case Study: Asia Insurance Firm, Iran)

Author

Listed:
  • Mirza Hassan Hosseini
  • Hamed Moezzi

Abstract

The purpose of present study is to explore impact of marketing mix (price, firm image, distribution intensity, promotion and propaganda) on the brand equity of Asia Insurance Firm in view of its customers and prioritizing of these elements based on significance of their impacts. The statistical population includes customers of Asia Insurance Firm in Shiraz, IRAN. Data is collected using questionnaire. Data is analyzed using Correlation, Regression and Path Analyses methods. The results show that firm image and propaganda have more impact on the firm brand equity.

Suggested Citation

  • Mirza Hassan Hosseini & Hamed Moezzi, 2015. "Exploring Impact of Marketing Mix on Brand Equity in Insurance Industry (Case Study: Asia Insurance Firm, Iran)," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 5(1), pages 38-45.
    • Handle: RePEc:asi:joasrj:v:5:y:2015:i:1:p:38-45:id:3705
    as

    Download full text from publisher

    File URL: https://archive.aessweb.com/index.php/5003/article/view/3705/5862
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Baig, Mirza Wajahat & Qamar, Shahrukh & Fatima, Tatheer & Khan, Abdul Mannan & Ahmed, Muzzamil, 2020. "The Impact of Marketing Mix and Customer Value on Customer Loyalty," MPRA Paper 104683, University Library of Munich, Germany.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:asi:joasrj:v:5:y:2015:i:1:p:38-45:id:3705. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Robert Allen (email available below). General contact details of provider: https://archive.aessweb.com/index.php/5003/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.