نوع مقاله : مقاله پژوهشی
نویسنده
عضو هیات علمی موسسه آموزش عالی بیمه اکو
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسنده [English]
The purpose of this research is to examine the influence of publicizing CSR on brand equity in the insurance industry. The study is an applied work by nature, being considered to be an explanatory research conducted in a form of survey using correlation as a way of analyzing its data. Customers of Iran Insurance Company in Tehran Province played the population role in the study. Convenient sampling is applied to the study’s population based on Cronbach's formula in January 2015. The survey questionnaire has been a standard questionnaire face/content validity of which is approved by academicians and experts following a preliminary study to set the research model. Cronbach's alpha being 0.946 decides the measure’s reliability. LISREL besides the SPSS softwares served to analyze the data. The results suggest a significant relationship between CSR from one side, and customer satisfaction as well as brand equity from the other side. Good fit is reported by the study’s model.
کلیدواژهها [English]
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