Modeling the Effect of Entrepreneurial Marketing on the Value of Customers-Oriented Brand in Dairy Industries (Case Study: Kaleh Brand)

This study aimed to investigate the effect of entrepreneurial marketing’s dimensions on customers based brand equity in dairy industries. In this study, the dimensions and measurement instruments of entrepreneurial marketing, have been explored from customers’ perspective, based on previous studies and examination of experts’ opinions. Consequently, the effect of these dimensions on customer based brand equity of Kaleh have been evaluated. This study is an applied research in terms of purpose and the methodology used is descriptive-correlation. The statistical population of this research includes citizens of Tehran who use Kaleh products. In order to collect information, 390 structured questionnaires were distributed by simple random sampling among sample members, and information were analyzed by structural equation model analysis using the LISREL software version 8.8. The results show that perceived innovativeness, perceived value creation, perceived resource leverage ability and risk management ability have a positive effect on brand equity and perceived opportunity driven and perceived pro-activeness have a negative effect on brand equity.