Investigation of the Effects of Corporation Ability Association and Brand Awareness on Repurchase Intention and Mediator Roles of Quality Perception and Brand Resonance in Consumer Decision Marketing Process

Subject Areas : Jounal of Marketing Management

A. R. Kia ¹

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Received: 2013-08-26 Accepted : 2013-08-26 Published : 2012-03-20

Keywords: Corporation ability associatio, brand awareness, Quality perception, Brand resonance, Brand extensibility, Price flexibility, Repurchase intention,

Abstract :

This research is aimed at investigation of the effects of corporation ability association (CAA) and brand awareness on repurchase intention and mediator roles of quality perception and brand resonance in consumer decision marketing process. This used model is theory research and expanded brand equity of Aaker and Keller. Which impressive variables in accepting, consist of corporation ability association, brand awareness, quality perception, brand resonance, brand extensibility, price flexibility, repurchase intention. Procedure which has been done by a group of 385 person from Tehran's researches and sciences Azad University branch using descriptive statistically way, reasoning and constructive variable for intention for repeated purchase and decision-making process. Result of analysis using structural equations modeling has shown that overall CAA and quality perception and brand extensibility, brand awareness and quality perception, quality perception and brand resonance and price flexibility and repurchase intention, brand resonance and brand extensibility, has means relationship and variables mention has effected to process purchase.