Due to the increasing number of competitive goods produced in each product category in the market, increased competition in the market Iran cosmetic of conducting activities within the management and marketing, and It’s called making trust and creation brand equity to it. What in the world today and distinguished companies with world several decades ago, is complex and unstable environment of increased competition, rapid exchanges of information.It features one of the most successful companies in today's competitive strength and brand equity is given.In this study, derived from the model of brand equity and colleagues Badgers relationship between elements of competitiveness and brand equity has been investigated.The results showed that , there is a positive relationship between four overall scale of competitive products and brand equity. The study sample consisted of 102 cases officials of cosmetic sales In the country is that there are only five cases of selling them: Oral-B, Nivea, Garner, Dove, crest.To collect data, a questionnaire to analyze the data from smart PLS software used.The aim of this study was to investigate the relationships between elements of competitiveness and brand equity is.
کلید واژگان :Competitiveness, Brand, Brand equity, Health Products, Marketing
ارزش ریالی : 600000 ریال
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