EXAMINING THE INFLUENCE OF SOCIAL INTERACTION AND SALES PROMOTION ON BRAND EQUITY DIMENSIONS: EVIDENCE FROM CUSTOMERS OF TELECOM SERVICE PROVIDERS IN IRAN

Nowadays, with the increasingly development of telecom service providers in Iran, and additionally their dominance in every moment of every Iranian lives, we witness to study the influence of social interaction as a variable of structural social capital, alongside sale promotions, and advertising on brand equity dimensions. Therefore, the aim of this study is to investigate the effects of social interaction, advertising and non-monetary promotion on consumers’ perception of brand equity. The findings reveal that individuals’ social interaction regarding the telecom service providers, has significant impact on brand equity dimensions such as perceived quality, brand awareness and brand associations. While consumer perceptions of advertising spending and non-monetary promotion were found to affect brand awareness and perceived quality, no other positive relationship was found between these factors. There was also a positive and significant relationship between perceived quality and brand associations with brand loyalty. In addition, the results show that brand awareness had a positive effect on perceived quality and brand association. Moreover, the results of the indirect analysis indicate that social interaction had a significant and positive effect on brand loyalty through the mediating of perceived quality and brand association.

کلیدواژه ها:

Brand equity ، Advertising ، Sales promotion ، Marketing-mix ، Social interaction