Factors Influencing Brand Equity: A Case Study of Dairy Industry

Abstract

This paper aims to examine the effect of marketing-mix and corporate image on brand equity in a Dairy company (Kalleh Co.). The independent variables of the research are the elements of marketing-mix and corporate image while the dependent variable is brand equity. The present work is a survey study that applies cross-sectional data to test the research hypotheses. The results show that distribution channel in Kalleh Co. generates loyalty and awareness to the brand with marginal effects on perceived quality. Besides, the most effective factor on brand awareness is the company distribution channel (place), and every improvement based on price, positively affects all three aspects of the brand equity–loyalty, awareness of the brand and perceived quality.