The Effect of Brand Equity on Purchase intention With Mediating Role of Brand Attitude
محورهای موضوعی : International Journal of Finance, Accounting and Economics Studies
Ehsaneh Nejad Mohammad Nameghi
1
,
Abas Asadi
2
,
zahra khakrizi
3
,
Mohammad Ali Berangi,
4
1 - Department of Business Administration; Faculty of Management and Economics; Islamic Azad university; Science and Research Branch; Tehran; Iran
2 - Department of Marketing Management, Varamin-Pishva Branch, Islamic Azad University, Varamin, Iran.
3 - Department of Executive Management; Faculty of Management and Economics; Islamic Azad University; Science and Research Branch;Tehran; Iran
4 - Department of Executive Management and Entrepreneurship ; Faculty of Management and Economics; Islamic Azad University; Science and Research Branch; Tehran; Iran
کلید واژه: Brand association, Brand Image, Keywords: Brand Awareness, perceived quality, Purchase Intention, Brand Loyalty,
چکیده مقاله :
The present study investigates the effect of brand equity on purchase intention with mediating role of brand attitude. By using the random sampling method; the statistical population of the present study consists of 384 customers of Kaleh company who completed questionnaires. For data analysis structural equation modeling (SEM) test using Amos has been conducted. Findings indicate that brand awareness, brand image, and perceived quality have a significant positive impact on brand attitude. Also, the results emphasize that brand awareness and perceived quality have a significant positive impact on purchase intention. The present study findings shed light on how managers can use branding strategies for better customer brand recalling as well as segmentations.
