Evaluating the Joint Effect of Brand Cognitive and Brand Relationships Variables on Consumers’ Purchase Intentions

Subject Areas : Jounal of Marketing Management

M. Samadi ¹ , Z. Ziaei ²

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Received: 2013-09-22 Accepted : 2013-09-22 Published : 2010-03-21

Keywords: Consumer behavior, Brand knowledge, Brand Image, Brand Relationships, Brand Personality,

Abstract :

The purpose of this paper is to evaluate the joint effect of brand cognitive and brand relationships variables on consumer purchase behavior. For this purpose, the proposed model combines brand knowledge and brand relationship variables and shows how knowledge and relationships affect current and future purchases. To identify the proposed effect of brand knowledge and relationships on consumer purchase behavior, a total of 170 usable questionnaires were collected from AIU faculty members. Multiple regression analysis was used to test and analyze hypothesizes on Hacoupian Clothing. It was found that brand awareness positively affects current and future purchases, brand satisfaction and brand trust. Both brand satisfaction and brand trust have a positive effect on brand attachment. Finally, brand attachment affects future purchases but not current purchases.These findings can assist brand managers who spend considerable resources on measuring brand awareness and brand image. It is recommended that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it, and feel attached to it.