Corpus ID: 26428027

Effectiveness of Marketing Strategies and Corporate Image on Brand Equity as a Sustainable Competitive Advantage

@inproceedings{Amini2012EffectivenessOM,
  title={Effectiveness of Marketing Strategies and Corporate Image on Brand Equity as a Sustainable Competitive Advantage},
  author={Alireza Amini},
  year={2012}
}
Having favorite corporate image and powerful brand equity build a strategic position in market for corporations. This position plays vital role of sustainable advantage. Therefore, we focus on the impacts of marketing strategies such as channel performance, value-oriented price, promotion, and after-sales service on brand equity directly and by corporate image indirectly. The explored results of Chi-square test analysis show that all the marketing-mix efforts positively affect the overall value… Expand

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