INVESTIGATING THE INFLUENCE OF CUSTOMER EQUITY FRAMEWORK ON PURCHASE INTENTION OF LEASING COMPANIE'S CUSTOMERS

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RAHCHAMANI A.; SADEGHI AZARHARIS F.

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2015 | Volume:10 | Issue:27 Page(s): 59-77

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Information Journal Paper

Title

INVESTIGATING THE INFLUENCE OF CUSTOMER EQUITY FRAMEWORK ON PURCHASE INTENTION OF LEASING COMPANIE'S CUSTOMERS

Author(s)

RAHCHAMANI A. | SADEGHI AZARHARIS F. | Issue Writer Certificate

Keywords

CUSTOMER EQUITYQ1

UTILITY EQUITYQ2

RELATION EQUITYQ2

BRAND EQUITYQ1

CUSTOMER PURCHASE INTENTIONQ2

LEASING COMPANYQ2

CUSTOMER EQUITY FRAMEWORKQ2

Abstract

Brand Are among the most valuable assets of a firm is considered. Attention to concepts such as BRAND EQUITY, brand management and customer will result in achieving good rankings in mind. the role of Brands in the growing recognition of the company's product in the market today, is undeniable. The purpose of this study was to evaluate the customer value and customer perspectives to examine whether this is a valid method for evaluating the subjectivity and objectivity customers to buy the company provides or not? Moreover, this framework provides a systematic way to better resource allocation will attract customers? Does this marketing strategy with the aim of identifying factors affecting BRAND EQUITY and equity compliance, facilitate and develop? In this study a questionnaire was used to investigate these questions and hypotheses. The reliability was confirmed by Cronbach's alpha coefficient. Content validity was also reviewed and approved through cvr. The study population consisted of all the customers are chosen vehicle LEASING COMPANY. 400 as well as the customer will be sampled and studied. In order to test the hypotheses of this study were used AMOS software. The results showed that only the relationship between willingness to buy and willingness to buy, and the relationship between BRAND EQUITY and equity compliance was not confirmed.

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APA: Copy

RAHCHAMANI, A., & SADEGHI AZARHARIS, F.. (2015). INVESTIGATING THE INFLUENCE OF CUSTOMER EQUITY FRAMEWORK ON PURCHASE INTENTION OF LEASING COMPANIE'S CUSTOMERS. JOURNAL OF MARKETING MANAGEMENT, 10(27), 59-77. SID. https://sid.ir/paper/218910/en

Vancouver: Copy

RAHCHAMANI A., SADEGHI AZARHARIS F.. INVESTIGATING THE INFLUENCE OF CUSTOMER EQUITY FRAMEWORK ON PURCHASE INTENTION OF LEASING COMPANIE'S CUSTOMERS. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2015;10(27):59-77. Available from: https://sid.ir/paper/218910/en

IEEE: Copy

A. RAHCHAMANI, and F. SADEGHI AZARHARIS, “INVESTIGATING THE INFLUENCE OF CUSTOMER EQUITY FRAMEWORK ON PURCHASE INTENTION OF LEASING COMPANIE'S CUSTOMERS,” JOURNAL OF MARKETING MANAGEMENT, vol. 10, no. 27, pp. 59–77, 2015, [Online]. Available: https://sid.ir/paper/218910/en

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