Investigation the Influence of Marketing-mix Efforts on Brand Equity in the Bangladesh Software Industry

Brand equity is a vital metric for measuring a brand's health, and monitoring it on a regular basis is an important part of efficient brand management. An already developed model is being used to examine the relationships among marketing-mix efforts (channel/place, price, promotion, and after-sales service), and three dimensions of brand equity (brand awareness, perceived quality, and brand loyalty). The goal of our research was to see how the marketing mix (pricing, product, place, promotion) and after-sales services affected three aspects of brand equity. The model is tested in the context of the Bangladesh software sector. The study focused more on the hypothesis that checks Bangladesh's software industry perspective. It's a descriptive survey in which the necessary information was gathered through a questionnaire. 70 responses were selected as sample data to analyze. The correlations between research variables have been investigated utilizing SPSS (correlation and regression) and Amos software. Structural equation modeling is used to test the model and research hypotheses. Cronbach's alpha was used to confirm reliability. Perceived quality is placed as a mediator between the marketing mix efforts and brand equity. The results show that few of the marketing-mix efforts and threedimensions of brand equity have significant relationships with brand equity.