The effect of promotion mix the intention of buying stocks with an emphasis on brand equity (Case Study: Tehran Stock Exchange)

Abstract

 

The present study investigated the relationship between brand equity and its dimensions based on Aker’s model (brand awareness, brand association, brand perceived quality, and brand loyalty) with repurchase intention among shareholders in the Tehran Stock Exchange. This study is an applied research in terms of its objectives and a causal-descriptive research that employed a survey (field data) technique. The research population included all institutional shareholders and brokers in the Tehran Stock Exchanges. As the research population was unlimited, 384 shareholders and brokers were selected based on Morgan table as the respondents in the research sample. The data were collected through questionnaires and were analyzed using univariate regression analysis, independent samples t-test, and analysis of variance (ANOVA) through SPSS software. Besides, Smart PLS software was used to test measurement and structural models. The results indicated that the promotion mix has an effect on brand equity and intention to buy shares on the stock exchange. It was also noted that brand equity and has a positive significant effect on intention to purchase shares.  

Keywords: promotion, brand equity, stock purchase intention, Tehran Stock Exchange

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