Today, achieving the stable competitive advantage is one of the most important tools in the\r\nbusiness world. To this aim, with creating and using the powerful brand equities,the firms\r\nhave entered into different competitive fields. Also, in the marketing activities the\r\nrelationship with customer is the main pivot and getting the customers� attraction is the\r\npriority of all the firms. On the other hand, with the advancement of the nutrition industry of\r\nthe world, the relationship brand equity for the nutritional companies in order to attract more\r\ncustomers as well as seeking more income has been accentuated which is one of the main\r\ncomponents of the firms� success. In this study, the marketing mix effect on the relationship\r\nbrand equity and its effect on the customers� purchase intention of the two well-known\r\nbrands of the dairy industry of Iran have been discussed. The sample of the study included\r\n522 consumers in Iran. The data analysis has been done using LISREL 8.5 and SPSS 16.00
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