Modern Studies in Management and Organization

Modern Studies in Management and Organization

Investigating Factors Affecting Brand Equity and Intention to Participate in Online E-learning Courses in Sistan and Baluchistan Province

Document Type : Original Article

Authors
1 Master student, Department of Management, Islamic Azad University, Zahedan Branch, Zahedan, Iran.
2 Assistant Professor, Department of Management, Islamic Azad University, Zahedan Branch, Zahedan, Iran.
Abstract
The present study was conducted with the aim of investigating the factors affecting brand equity and the intention to participate in online e-learning courses in Sistan and Baluchistan province. This research was applied in terms of purpose, in terms of descriptive survey method and in terms of analysis, structural equations type. The statistical population of the current research includes all online education providers in Sistan and Baluchistan province, including: electronic education in various fields of science, cooking, health, sports, etc., while the number of community members is uncertain and unlimited and according to Cochran's formula 384 of these members were selected by available sampling method and standard questionnaire tool through different social networks. Structural equation model was used for data analysis with the help of SPSS and SMART-PLS software. The results showed that the presented brand affects brand awareness and brand meaning; brand awareness and brand meaning on brand equity; Brand equity had an effect on customer intention among the studied customers. In addition, the average of all the items is higher than the hypothesized average (3.5) and the presented brand items with an average rating of 5.47, brand meaning with an average rating of 5.02 and brand awareness with an average rating of 4.76 are the first to have won the third; which are in higher priority than objects.
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  • Receive Date 29 March 2024
  • Revise Date 09 May 2024
  • Accept Date 17 June 2024
  • Publish Date 17 June 2024