Araştırma Makalesi
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Yıl 2020, Sayı: 88, 21 - 55, 30.06.2020
https://doi.org/10.26650/imj.2020.88.0002

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The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)

Yıl 2020, Sayı: 88, 21 - 55, 30.06.2020
https://doi.org/10.26650/imj.2020.88.0002

Öz

The present empirical research is principally aimed to show the impact of advertisement on the brand equity of Chabahar Free Trade-Industrial Zone (CFZ) of Iran as a tourism destination. The primary data were collected via a 24-item questionnaire possessing a five-point Likert scale. The scales used for the questionnaire were constructed by adapting the expressions used in previous studies. A pilot survey with 20 participants of tourists in CFZ was primarily carried out to examine the suitability of questionnaire structure, content validity, content comprehensiveness, terminology, comprehensibility, convenience, and speed of completing the questionnaire. The statistical population in this study includes all tourists in the CFZ. Since the statistical population is unknown, the probability random sampling technique was used in this study. In total, 384 samples were considered and 155 questionnaires were received. Of the considered questionnaires, 136 valid ones were used for data analysis. To calculate the reliability and ensure the questionnaire’s internal consistency, the Cronbach’s alpha coefficients and composite reliability were utilized. The questionnaire’s validity was verified and approved by the convergent and divergent validity method. In this study, the hypotheses and fitting of the model were examined utilizing structural equation modeling (SEM). Moreover, Smart PLS software was utilize for analyzing the gathered data. In this study, it was proved that advertising has a considerable effect on brand equity. Moreover, the findings showed the importance of advertising in creating brand equity and confirmed that the value of brand equity could be improved by focusing on advertising.

Destekleyen Kurum

The authors declared that this study has received no financial support.

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Toplam 187 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Esen Şahin Bu kişi benim 0000-0001-7215-5018

Melis Attar Bu kişi benim 0000-0002-1299-7552

Aboobakr Nıavand Bu kişi benim 0000-0002-2722-9468

Yayımlanma Tarihi 30 Haziran 2020
Gönderilme Tarihi 30 Ocak 2019
Yayımlandığı Sayı Yıl 2020 Sayı: 88

Kaynak Göster

APA Şahin, E., Attar, M., & Nıavand, A. (2020). The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran). Istanbul Management Journal(88), 21-55. https://doi.org/10.26650/imj.2020.88.0002
AMA Şahin E, Attar M, Nıavand A. The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran). Istanbul Management Journal. Haziran 2020;(88):21-55. doi:10.26650/imj.2020.88.0002
Chicago Şahin, Esen, Melis Attar, ve Aboobakr Nıavand. “The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)”. Istanbul Management Journal, sy. 88 (Haziran 2020): 21-55. https://doi.org/10.26650/imj.2020.88.0002.
EndNote Şahin E, Attar M, Nıavand A (01 Haziran 2020) The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran). Istanbul Management Journal 88 21–55.
IEEE E. Şahin, M. Attar, ve A. Nıavand, “The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)”, Istanbul Management Journal, sy. 88, ss. 21–55, Haziran 2020, doi: 10.26650/imj.2020.88.0002.
ISNAD Şahin, Esen vd. “The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)”. Istanbul Management Journal 88 (Haziran 2020), 21-55. https://doi.org/10.26650/imj.2020.88.0002.
JAMA Şahin E, Attar M, Nıavand A. The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran). Istanbul Management Journal. 2020;:21–55.
MLA Şahin, Esen vd. “The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)”. Istanbul Management Journal, sy. 88, 2020, ss. 21-55, doi:10.26650/imj.2020.88.0002.
Vancouver Şahin E, Attar M, Nıavand A. The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran). Istanbul Management Journal. 2020(88):21-55.