Research Article Open Access

MODELING THE EFFECTIVENESS OF THE CORPORATE IDENTITY MIX IN PERCEIVED QUALITY AND CUSTOMER-RELATED BRAND EQUITY WITH INTERPRETIVE STRUCTURAL EQUATIONS AND MICMAC ANALYSIS

Mahsa Pishdar1, Mohammad Reza Seyyed Hashemi Toloun2, Fereshteh Farzianpour3 and Morteza Rezaeiasl4
  • 1 Department of Production and Operation Management, Allameh Tabatabaii University, Tehran, Iran
  • 2 Department of Management, Sohrevardi Institution, Qazvin, Iran
  • 3 Department of Health Management and Economics, School of Public Health, Tehran University of Medical Sciences, Tehran, Iran
  • 4 Department of Management, Tarbiat Modares University, Tehran, Iran

Abstract

This study aims to identify the relation between corporate identity mix, perceived quality on customers’ behalf and customer-centric brand equity. A review of the available literature within this scope resulted in making a primary model which represents that the corporate identity mix has an effect upon the perceived quality and brand equity by some variables such as corporate image and corporate reputation. Statistical analysis of the formulated hypotheses leads us to the conclusion that the influence of identity mix on corporate image and other correlations showed in the primary model could not be denied. Confirmatory Factor Analysis (CFA) was executed and, as a result, established that all fitting indexes are in an immaculate condition and factor loadings are significant when the confidence level is 95%. So, the primary model of the survey will be supplemented with some new relations. It appears that the corporate identity mix can directly affect the brand equity, corporate reputation and perceived identity, besides, corporate image and corporate reputation directly affect the brand equity. The upshot of the MICMAC analysis on corporate identity mix variables shows that corporate characteristic and culture play a key role in this system.

American Journal of Applied Sciences
Volume 11 No. 4, 2014, 548-557

DOI: https://doi.org/10.3844/ajassp.2014.548.557

Submitted On: 12 December 2013 Published On: 29 January 2014

How to Cite: Pishdar, M., Toloun, M. R. S. H., Farzianpour, F. & Rezaeiasl, M. (2014).

MODELING THE EFFECTIVENESS OF THE CORPORATE IDENTITY MIX IN PERCEIVED QUALITY AND CUSTOMER-RELATED BRAND EQUITY WITH INTERPRETIVE STRUCTURAL EQUATIONS AND MICMAC ANALYSIS

. American Journal of Applied Sciences, 11(4), 548-557. https://doi.org/10.3844/ajassp.2014.548.557

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Keywords

  • Corporate Identity
  • Perceived Quality
  • Brand Equity
  • Corporate Image
  • Corporate Reputation