The Investigation of the Status of Effective Dimensions on the Customer Based Brand Equity in the Iranian Tire Industry (Case study: Barez Industrial Group)

Abstract

The objective of this research is to investigate customer based brand equity dimensions in Iranian tire industry. The study is an applied work concerning the objectives and a survey work regarding data gathering tool. Data was collected from 384 Passenger Car Radial tire (PCR) consumers of Barez Industrial Group products in Iran through questionnaires using cluster sampling technique. The results show that Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty are the dimensions of Customer Based Brand Equity in Iranian tire industry. As marketing managers often have limited resources in terms of money, time, and manpower to implement branding strategies, so these findings can help them to prioritize and allocate resources across important dimensions.