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Nejad Mohammad Nameghi, Ehsaneh, Asadi, Abas, khakrizi, zahra, Berangi,, Mohammad Ali. (1402). The Effect of Brand Equity on Purchase intention With Mediating Role of Brand Attitude. , 4(1), 65-78.
Ehsaneh Nejad Mohammad Nameghi; Abas Asadi; zahra khakrizi; Mohammad Ali Berangi,. "The Effect of Brand Equity on Purchase intention With Mediating Role of Brand Attitude". , 4, 1, 1402, 65-78.
Nejad Mohammad Nameghi, Ehsaneh, Asadi, Abas, khakrizi, zahra, Berangi,, Mohammad Ali. (1402). 'The Effect of Brand Equity on Purchase intention With Mediating Role of Brand Attitude', , 4(1), pp. 65-78.
Nejad Mohammad Nameghi, Ehsaneh, Asadi, Abas, khakrizi, zahra, Berangi,, Mohammad Ali. The Effect of Brand Equity on Purchase intention With Mediating Role of Brand Attitude. , 1402; 4(1): 65-78.

The Effect of Brand Equity on Purchase intention With Mediating Role of Brand Attitude

International Journal of Finance, Accounting and Economics Studies
مقاله 5، دوره 4، شماره 1، تیر 2023، صفحه 65-78  XML اصل مقاله (551.2 K)
نوع مقاله: Research Paper
نویسندگان
Ehsaneh Nejad Mohammad Nameghi email orcid 1؛ Abas Asadi2؛ zahra khakrizi3؛ Mohammad Ali Berangi,4
1Department of Business Administration; Faculty of Management and Economics; Islamic Azad university; Science and Research Branch; Tehran; Iran
2Department of Marketing Management, Varamin-Pishva Branch, Islamic Azad University, Varamin, Iran.
3Department of Executive Management; Faculty of Management and Economics; Islamic Azad University; Science and Research Branch;Tehran; Iran
4Department of Executive Management and Entrepreneurship ; Faculty of Management and Economics; Islamic Azad University; Science and Research Branch; Tehran; Iran
چکیده
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.
کلیدواژه‌ها
Keywords: Brand Awareness؛ Brand Image؛ Brand Association؛ Brand Loyalty؛ Perceived Quality؛ Purchase Intention
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