Document Type : Original Research Paper

Authors

• M.R. Abbasi ¹
• A. Ebrahimpour ²
• M. Ameli ¹

¹ Department of Executive Management, Payam Noor University, Tehran West Branch, Tehran, Iran

² Department of Executive Management, Azad University, Science and Research Unit, Tehran, Iran

Abstract

Today, in the business world, senior managers have recognized that customers are the central core of commercial activities and the success of organizations and companies depends on the effectiveness of the image presented to customers of the organization and its products. The importance of this is doubled when in a strategic industry such as the insurance industry, with the intensification of competition and the increase in the number of market participants, the issue of choosing the right brand name strategy is raised more and more. 
The purpose of this research is to identify success factors in the establishment of brand name management in relation to the customer's dual reactions. The current research method is practical in terms of purpose and descriptive-survey in terms of data collection method. The results of the research, obtained through structural equation modeling, showed that the relative priority in the constituent elements of brand equity is brand loyalty, and price is the most important determining factor in the choice of insurers.

Keywords

• Brand equity
• brand awareness
• brand extension
• brand suggestion
• insured