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An Investigation into the Effect of Psychological Empowerment on Brand Equity (Case Study: Islamic Azad University, Bandar Abbas Branch)

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  • Masoud Dehghani

    (Department of Management , College of Economic & Management , Bandar Abbas Branch, Islamic Azad)

Abstract

The aim of this research is to investigate the effect of psychological empowerment on brand equity in Islamic Azad University, Bandar Abbas branch. The survey-correlational was employed in data collection. The statistical population of this study includes two populations, i.e., professors and staff and students of different colleges. To select the participants, random stratified sampling method using Cochran’s Formula was used. The standard questionnaires of Spreitzer and Mishra (1997) and Kim and Hyun (2011) were used to measure psychological empowerment and brand equity, respectively. The results indicated that all the psychological empowerment dimensions of the staff and professors of the university are valid enough to increase brand equity from the aspect of empowerment indices.

Suggested Citation

  • Masoud Dehghani, 2018. "An Investigation into the Effect of Psychological Empowerment on Brand Equity (Case Study: Islamic Azad University, Bandar Abbas Branch)," Marketing and Branding Research, EUROKD, vol. 5(4), pages 233-243.
    • Handle: RePEc:bco:mbraaa::v:5:y:2018:p:233-243
    DOI: 10.33844/mbr.2018.60320
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    References listed on IDEAS

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    1. van Osselaer, Stijn M J & Alba, Joseph W, 2000. "Consumer Learning and Brand Equity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 1-16, June.
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