A study on the effects of sales related factors on brand equity

This paper presents an empirical investigation to study the effects of sales related factors on brand equity. The study designs a questionnaire and distributes it among all 353 sales representatives who work for a dairy producer in province of Mazandaran, Iran. Using principal component analysis, seven variables including qualification criteria, motivation, personality, empowering sales representative, information size, personal characteristics and sales interest in job on brand equity are extracted. The implementation of structural equation modeling has confirmed that there were positive and meaningful relationships between seven factors and brand equity. The highest impact belongs to empowering sales representative followed by qualification criteria, quantity of information, personality and sales motivation.