Investigating the effects of different levels of CRM investment on development of brand equity

Abbasi, H.; Abbasi, H.; Hajirasouliha, M.; Faraji, A.

Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 4 Issue 4 pp. 647-650 , 2014

Investigating the effects of different levels of CRM investment on development of brand equity Pages 647-650 Download PDF

Authors: Hamed Abbasi, Hamid Reza Abbasi, Mahsan Hajirasouliha, Ashkan Faraji

DOI: 10.5267/j.msl.2014.2.030

Keywords: Accountable marketing, Brand equity, CRM, Proactive marketing, Reactive marketing

Abstract: This paper investigates the effects of different marketing strategies including basic marketing, reactive marketing, accountable marketing, proactive marketing and partnership marketing on brand equity. The proposed study uses two questionnaires, one for measuring the effects of different marketing strategies and the other for brand equity in Likert scale. Cronbach alphas for brand equity and marketing strategies are calculated as 0.71 and 0.86, respectively. The study has been implemented among 385 regular customers of a Picnic Gas distributer in city of Karaj, Iran. Using Spearman correlation ratio as well as stepwise regression analysis, the study has detected that there were positive and meaningful relationship between marketing strategies and brand equity.

How to cite this paper

 Abbasi, H., Abbasi, H., Hajirasouliha, M & Faraji, A. (2014). Investigating the effects of different levels of CRM investment on development of brand equity.Management Science Letters , 4(4), 647-650.

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