An Investigation into the Effect of Psychological Empowerment on Brand Equity (Case Study: Islamic Azad University, Bandar Abbas Branch)
Marketing and Branding Research,
Volume 5, Issue 4, Pages 233-243
AbstractThe aim of this research is to investigate the effect of psychological empowerment on brand equity in Islamic Azad University, Bandar Abbas branch. The survey-correlational was employed in data collection. The statistical population of this study includes two populations, i.e., professors and staff and students of different colleges. To select the participants, random stratified sampling method using Cochran’s Formula was used. The standard questionnaires of Spreitzer and Mishra (1997) and Kim and Hyun (2011) were used to measure psychological empowerment and brand equity, respectively. The results indicated that all the psychological empowerment dimensions of the staff and professors of the university are valid enough to increase brand equity from the aspect of empowerment indices.
- Article View: 114
- PDF Download: 153