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Abstract
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Article Information:
Investigating the Effect of Brand Equity and Brand Preference on Purchase Intention
Kambiz Heidarzadeh Hanzaee and Amin Asadollahi
Corresponding Author: Kambiz Heidarzadeh Hanzaee
Submitted: February 02, 2012
Accepted: March 10, 2012
Published: May 15, 2012 |
Abstract:
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This study is examined the impact of brand equity on brand preference and purchase intentions.
Sporting goods consumer population of this study is in Tehran. Sampling was done randomly. The data were
collected using a questionnaire. The present study is based on the methodology used and the method of
implementation and is data collection descriptive survey. The sample included 390 people in this study, four
types of validity (Face Validity, Content Validity, Convergent Validity, Discriminate Validity) and two types
of reliability (internal consistency reliability and test-retest reliability) in the Description of the study were
compared with a similar study has gone a step ahead. The study of these three variables (brand equity, brand
preference and purchase intent) together on sporting goods in the world for the first time and new aspects of
the innovation. For test data analysis and confirmative factor analysis using path analysis software of LISREL.
Research results show that the significant relationship between brand associations, brand loyalty and perceived
quality and brand equity. Significant relationship between brand equity and brand preference and purchase
intentions can be seen, but no relationship significant brand awareness and brand equity in sports products do
not see in Iran.
Key words: Average variance extracted, composite reliability, convergent validity, discriminate validity, path analysis, Structural Equation Modeling (SEM),
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Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Amin Asadollahi, . Investigating the Effect of Brand Equity and Brand Preference on Purchase Intention. Research Journal of Applied Sciences, Engineering and Technology, (10): 1414-1423.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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