M.A. Thesis:

Brand equity based on the financial perspective and firm performance in the food industry

Nowadays a trade name or a brand is considered as a property and of great value within companies. There are two attitudes toward brand equity: one roots from customers and the other roots from financial indicators. And on the other hand social responsibility can raise the brand equity by affecting customers point of view. The purpose of this investigation is to evaluate the relation between the brand equity rooting from financial attitudes and also social responsibility on firm performance in dietary industry. For this purpose twenty samples were chosen from among companies of dietary industry which are active in Tehran stock exchange between 1385 to 1395. And first the brand equity was estimated by combinational data and also our theories of investigation were tested using equations at the same time. Our findings represented a direct relation between the brand equity and the firm performance and it also showed a direct and reasonable relation between social responsibility and the brand equity. The results show that a good trade name causes the customers' better understanding of the Brand and also an advancement of difference mode of the Brand and finally an increase in sale and a better firm performance and on the other hand social responsibility could have a positive effect on the value of brand by improving the customers' attitudes and could cause a stable firm performance by the way.

Keywords: firm performance social responsibility brand equity