Building Factors of Brand Equity and Their Impact on Consumer Perception of Price and Quality Relationship -Empirical Study on Cleopatra Ceramics

Document Type : Original Article

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Business Administration Department Faculty Of Commerce Kafr Elshekh University Kart Elshekh Egypt

Abstract

 The study aims to find out the factors of building brand equity from the point of view of customers (Elements of the brand, brand awareness, marketing communication, excellence, trust, social responsibility) .  Two Questionnaires was used ,the first to determine the factors of building brand equity , the second to determine the effect of them on the perception of the relationship between price and quality .The research applied on 420 customers of Cleopatra Ceramics. Stepwise Regression Analysis and One Way Enova were used to test eight hypotheses . The results proved the existence of significant positive effect of the factors (Individually and collectively) of building brand equity on the customer's perception of the relationship between price and quality and there are significant differences between views of customers about perception of the relationship between price and quality according to demographic variables.  There are a number of recommendations including , the most important need for company's interest factors to build brand equity they have chosen because they effect on the customer's perception of the relationship between price  and quality especially the price of the product is high.

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