2024 : 5 : 27
Bahareh Abedin

Bahareh Abedin

Academic rank: Assistant Professor
ORCID:
Education: PhD.
ScopusId:
Faculty: Faculty of Economics and Administrative Sciences
Address: University of Mazandaran
Phone: 011-35302501

Research

Title
چارچوبی برای توضیح نقش ارزش ویژه برند، کیفیت خدمات و رضایت مشتری بر رفتار خرید آنی: مطالعه موردی فروشگاه کوکاکولا
Type
Thesis
Keywords
brand equity, service quality, customer’s satisfaction, impulsive buying behavior, coca cola
Year
2022
Researchers Ali Saadi Saleh(Student)، Bahareh Abedin(Advisor)، Mohammad Safari(PrimaryAdvisor)

Abstract

This study is deemed significant for a number of reasons. Firstly, empirical studies focusing on developing countries in general remain sparse. This is particularly the case for the Iraq context. Secondly, the studies on building online brand equity have produced incomplete findings, as the investigations of the interrelationships among service quality, brand equity, perceived value, and customer satisfaction are infrequent and largely fragmented. Thus, the study presented here would significantly contribute to the existing body of knowledge based on its theoretical implications. Finally, conducting this study in Iraq is deemed appropriate and significant given the vast spread of the Internet and the high Internet penetration rate in Iraq, where more than 85% of the people are online. The results of this study would be of great value to bankers in guiding them into building appropriate business models as well as effective marketing and development strategies. This study will be conducted in the Coca-Cola company. The population will include all the employees in the Coca-Cola company. The sample will be 268 full time workers in the Coca-Cola company. They will be selected based on the agreement to participate in the study. In order to investigate the relationship between the variables in this study, the researcher will use questionnaires. The questionnaires will be distributed among the participants in the online and paper modes and they will be asked to complete the questionnaires. An exploratory descriptive design will be used in this study. The participants will be asked to complete the questionnaires provided by the researchers. A correlational design will be used to investigate the relationship between the variables in this study.