SAJMR
Spectrum: A Journal of Multidisciplinary Research
Vol. 4 Issue 4, April 2015, ISSN 2278-0637, pp. 28-37
Evaluation of Effectiveness Advertising on Brand Equity and Increasing
Profitability by Using Aaker’s Model (Case Study: Customer of Saman Bank
In Kish Island)
Mahmoud Samimi Nasr*, Arjang Aghapour**
*Assistant Professor, Department of Management, International Branch of Kish, Islamic Azad University, Kish, Iran
**MA Student of Business Management, International Branch of Kish, Islamic Azad University, Kish, Iran
Abstract
Brand value is an important factor which affects the decision-making process of customers and
is a means to measure the success of marketing efforts of companies.Many companies have
realized that they should strong marketing communication and use the promotion activities such
as advertising and sales promotion as a defensive shield to maintain their brand value in
comparison to their competitors and to communicate with their customers and to reduce the risk
of losing market share. So this research aims to evaluate the effective factors on the effectiveness
of advertising.The sample included 384 customers of Saman Bankin Kish. A questionnaire was
distributed among them with appropriate validity and reliability 0.94 in order to collect
data.One-sample t-test and Friedman were used to analyze the data.The results showed
thatadvertising influences the perceptual quality, loyalty, brand awareness and brand
associations which reflects the influence of advertising on brand equity.
Keywords: Brand Value, Profitability, Advertising
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SAJMR
Spectrum: A Journal of Multidisciplinary Research
Vol. 4 Issue 4, April 2015, ISSN 2278-0637, pp. 28-37
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