The brand is one of the most valuable assets of the brand value and is one of the most important and inimitable assets of any company. One of the effective factors in the brand value is the image of the brand’s country of origin. The purpose of the research is to examine the measurement of brand differentiation and loyalty on brand equity in the automotive industry. The dimensions of brand value in this research are (brand differentiation, loyalty) In the current research, the statistical population of all people who are exposed to the choice and use of cars in Rasht city and the sample size of this research is also due to the unlimited population, Cochran’s formula was used, and 282 samples were analyzed and statistically analyzed. The results of the analysis showed that: the mental image of the country of origin of the brand does not have a positive effect on the special value of the brand due to the middle factor of brand differentiation. Also, the mental image of the country of origin of the brand does not have a positive effect on the special value of the brand due to the intermediate factor of brand loyalty.
کلید واژگان :The Mental Image of the Country of Origin of the Brand, The Middle Factor of Differentiation, The Middle Factor of Loyalty
ارزش ریالی : 300000 ریال
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