The Presentation of a Model Based on the Effect of Components of Charitable Marketing on Special Brand Equity in the Insurance Industry

The main objective of this paper is identifying and ranking the charitable marketing indicators and investigating the impact of these components on special brand equity in insurance industry. These factors are identified by Delphi technique and ranked by fuzzy analysis network method (FANP) and their impact on special brand equity is measured by using structural equations and Smart PLS software. The results of this research show that the factors affecting on the success of charitable marketing Campaigns in insurance industry in order of importance and from the experts' point of view consists of: financial result for the company, service marketing mix (p7), organizational assistance form, social outcomes for the company and customer features. Also, the results of the research indicate appropriate fitting of conceptual model and the direct and significant impact of these five components on the creation of brand equity. Components such as increasing sales of brand name, the services of prices provided by insurance industry and the extent of charitable assistance received the highest weight among the sub-indicators of five components.