Investigating the Influence of Customer Equity Framework on Purchase Intention of Leasing Companies’ Customers
Subject Areas : Jounal of Marketing ManagementA. Rahchamani 1 , F. Sadeghi Azarharis 2
1 - دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی، واحد قزوین، قزوین، ایران
2 - کارشناسی ارشد مدیریت بازرگانی بین الملل، دانشگاه آزاد اسلامی، واحد قزوین، قزوین، ایران
Keywords: Customer equity, utility equity, relation equity, Brand Equity, customer purchase intention, Leasing company, customer equity framework,
Abstract :
Brand Are among the most valuable assets of a firm is considered. Attention to concepts such as brand equity, brand management and customer will result in achieving good rankings in mind. The role of Brands in the growing recognition of the company's product in the market today, is undeniable. The purpose of this study was to evaluate the customer value and customer perspectives to examine whether this is a valid method for evaluating the subjectivity and objectivity customers to buy the company provides or not? Moreover, this framework provides a systematic way to better resource allocation will attract customers? Does this marketing strategy with the aim of identifying factors affecting brand equity and equity compliance, facilitate and develop? In this study a questionnaire was used to investigate these questions and hypotheses. The reliability was confirmed by Cronbach's alpha coefficient. Content validity was also reviewed and approved through CVR. The study population consisted of all the customers are chosen vehicle leasing company. 400 as well as the customer will be sampled and studied. In order to test the hypotheses of this study were used AMOS software. The results showed that only the relationship between willingness to buy and willingness to buy, and the relationship between brand equity and equity compliance was not confirmed.
