The Impact of Religious Beliefs of Customers on Brand Value in the Astan Quds Razavi Food Industries

Today, many organizations believe that brand is one of the most valuable assets. The most important characteristics of a brand are brand trust and equity. The marketing mix elements are the main essence of marketing activities. Various factors affect the brand trust, equity and marketing mix elements. Among those we can mention customer's religious beliefs. This research studies the impact of these beliefs on brand value in the Astan Quds Razavi food industries. The research is, in terms of application purpose and performance method, a survey study. The statistical population of the study included customers of Astan Quds Razavi products in Mashhad city and the random sample consisted of 384 persons. A questionnaire was used for data collection. Data analysis was implemented by structural equation model and use of LISREL software. According to the findings of this research, the religious beliefs as an independent variable of customers has a positive and significant effect on brand value as a dependent variable of the firm (which is the sum total of trust variables, the brand equity and marketing mix elements).