The Relationship between Customer Based Brand Equity with Purchase Intend (Case Study: Buyers of Hyundai Vehicle in Tehran)
Subject Areas : Jounal of Marketing Management
A. Zamani Moghadam
1
,
Sh. Jafari far
2
1 - عضو هیئت علمی دانشگاه آزد اسلامی، واحد علوم و تحقیقات، تهران، ایران
2 - دانش آموخته کارشناسی ارشد، مدیریت اجرایی (گرایش بازاریابی)، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران
Keywords: Brand Equity, Willing to pay a price premium, Popularity, Brand Image, Purchase Intend,
Abstract :
Brands are often seen as one of the most valuable assets of an organization. Brands need to build a strong and powerful presence in the minds and it is a priority in many organizations. People believe strong brands can increase the competitive advantage. The knowledge of brand equity dimensions can help companies to implement marketing programs and allocate cost to do them. So, this study as titled “Connection of customer-based brand equity dimensions and customers tendency to purchase” will investigate the relationship between the four factors on customer’s willingness to buy. In this study, the relationship of four variables (brand equity, brand popularity, willingness to pay a higher price and brand image) and customers’ willingness to buy has been evaluated. The statistical society was selected by cluster sampling among Hyundai customers in Tehran. Sample volume was 384 which sampled by reliable questionnaire. Hypotheses examined by one factor t Test, independent t Test and one factor variance analyses and data were analyzed using LISREL software. After analyzing the questionnaire data, it was found among the three variables (brand equity, brand popularity and willingness to pay higher prices), the brand popularity is most associated with willingness to pay higher price and there isn’t direct significant relationship between brand image and customer willingness to purchasing and there is indirect relationship between brand popularity and customers willingness to purchasing. This study was encountered temporal and special limitations and it was included Hyundai customers in Tehran exclusively and the automobiles with Asan Motor CO guarantee were investigated.