The role of customer based brand equity on the brand resonance in buying the insurance policy

Customer based brand equity influence on brand resonance. Due to exploration of brand equity value dimensions on the brand resonance dimension the significant influence of perceived brand quality and willing to pay a price premium is observable on all the dimensions of brand resonance. Current research explores the influence of brand equity on brand resonance in insurance industry. In order to explore the research a sample consisted from 400 persons of Asia insurance customers are selected in Alborz province. The methodology is survey and descriptive and the other questionnaire is derived from the Netmeyer (2008) and Keller (2003). Modeling results of structural equations indicate that the perceived brand quality and willing to pay a price premium both influence on the brand resonance behavior significantly. The influence of both brand uniqueness variables on all dimensions of brand resonance dimensions is rejected and the perceived value for the cost influenced just on one dimensions meaning the active engagement

کلیدواژه ها:

brand resonance ، brand equity ، perceived quality ، perceived brand value for the cost ، brand uniqueness ، willing to pay a price premium