IDEAS home Printed from https://ideas.repec.org/a/trd/journl/v4y2016i3p79-100.html
   My bibliography  Save this article

The Influence of Brand Equity on Insurance Industry Customer Responses (A Case Study of Fire Insurance the Iran Insurance Company in Tehran)

Author

Listed:
  • Ebrahim Noormahmoudi

    (Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)

  • Gholamreza Zomorrodian

    (Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)

Abstract

The main objective of this study is to experimentally test a conceptual model of brand equity. This study attempts to verify the determinants of brand equity of services based on customers' perception of Iran Insurance Company services. Hence, this research attempts to investigate the influence of brand equity on customers' responses. Data was collected by a questionnaire and was analyzed by structural equation modeling using SPSS 18 and LIZREL 8.5. Population was customers of Iran Insurance Company who purchase its fire insurance during the period of research. A sample of 384 tourists was selected by convenience sampling approach. Structural equation modeling indicated that brand awareness has a positive and significant influence on perceived quality and brand associations. Perceived quality and brand associations had also significant influence on brand loyalty and brand equity. Brand equity has also significant influence on brand preference, brand extension, price premium, and purchase intention.

Suggested Citation

  • Ebrahim Noormahmoudi & Gholamreza Zomorrodian, 2016. "The Influence of Brand Equity on Insurance Industry Customer Responses (A Case Study of Fire Insurance the Iran Insurance Company in Tehran)," International Journal of Resistive Economics, Toroudshomal Research-Industrial Company, vol. 4(3), pages 79-100, July.
    • Handle: RePEc:trd:journl:v:4:y:2016:i:3:p:79-100
    as

    Download full text from publisher

    File URL: http://oajre.ir/wp-content/uploads/2016/11/83.pdf
    Download Restriction: no
    File URL: http://oajre.ir/the-influence-of-brand-equity-on-insurance-industry-customer-responses-a-case-study-of-fire-insurance-the-iran-insurance-company-in-tehran/
    Download Restriction: no
    ---><---

    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:trd:journl:v:4:y:2016:i:3:p:79-100. 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: Solmaz Sabbaghi (email available below). General contact details of provider: http://oajre.ir/RePEc/trd/ .

    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.