FACTORS INFLUENCING BRAND EQUITY OF FOOD COMPANIES IN AZERBAIJAN

Abstract

brand equity is one of the famous concepts in marketing field to study and internal brand equity is again one of the trending derived concept in internal environment of a company. This thesis has an aim of providing insights into how job motivation and satisfaction, internal marketing and brand orientation can formulate employees internal brand equity. Practical data was gathered through questionnaire distributed to food companies in Baku, Azerbaijan. According to the empirical data, job satisfaction does not have any effects on internal brand equity while brand orientation and even internal marketing were found to have effect on internal brand equity. In addition, data gathered also showed that internal marketing and satisfaction of the job have direct and positive effect on brand orientation. All these results might help companies to improve financial performance via more awareness of indicators of internal brand equity.