MODELING THE EFFECTIVENESS OF THE CORPORATE IDENTITY MIX IN PERCEIVED QUALITY AND CUSTOMER-RELATED BRAND EQUITY WITH INTERPRETIVE STRUCTURAL EQUATIONS AND MICMAC ANALYSIS

This study aims to identify the relation between corporate identity mix, perceived quality on customers’ behalf and customer-centric brand equity. A review of the available literature within this scope resulted in making a primary model which represents that the corporate identity mix has an effect upon the perceived quality and brand equity by some variables such as corporate image and corporate reputation. Statistical analysis of the formulated hypotheses leads us to the conclusion that the influence of identity mix on corporate image and other correlations showed in the primary model could not be denied. Confirmatory Factor Analysis (CFA) was executed and, as a result, established that all fitting indexes are in an immaculate condition and factor loadings are significant when the confidence level is 95%. So, the primary model of the survey will be supplemented with some new relations. It appears that the corporate identity mix can directly affect the brand equity, corporate reputation and perceived identity, besides, corporate image and corporate reputation directly affect the brand equity. The upshot of the MICMAC analysis on corporate identity mix variables shows that corporate characteristic and culture play a key role in this system.