چکیده مقاله
Brand equity is considered as a fundamental concept of digital world business setting so that influences marketing strategies considerably In addition, service sector’s share in GrossDomestic Production GDP of developed countries shows significant dependency of economy of these countries on service sector of business This study investigates factors influence brand equity according to Aaker’s model A considerable portion of Iranian population includesjuvenile ages and they are to obtain more effective training and education services in order to gain better social position in the future So, educational institutions care about brand equity of their services Data are gathered using questionnaires through random sampling in this study andthe analysis of them is performed by regression analysis RA , confirmatory factor analysis CFA , and structural equation modeling SEM with computer softwares of SPSS, LISREL, and PLS
کلیدواژهها
نویسندگان
Azarnoosh Ansari
Assistant professor of Management Department, University of Isfahan
Tara Naami
EMBA Graduate, University of Isfahan, Iran
Shermineh Ghalamkari
PhD Student of Shakhes Pajouh Institute
شیوه ارجاع
Ansari, Azarnoosh and Naami, Tara and Ghalamkari, Shermineh,1392,Factors Influencing Brand Equity in the Age of Electronic Services (Case of: Educational Services of Safir Institute,7th International Conference on e- Commerce whit focus on e-Security,Kish Island
ارائهشده در
مجموعه مقالات هشتمین کنفرانس بین المللی تجارت الکترونیک با رویکرد بر اعتماد الکترونیکی4 اردیبهشت 1393 · مشهد