A STUDY OF BRAND VALUE EFFECTS ON PURCHASING BEHAVIOR

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GHASEMI BEHROOZ; JAVANMARDE GHASSAB MOHAMAD MEHDI

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2010 | Volume:2 | Issue:6 Page(s): 139-162

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Title

A STUDY OF BRAND VALUE EFFECTS ON PURCHASING BEHAVIOR

Author(s)

GHASEMI BEHROOZ | JAVANMARDE GHASSAB MOHAMAD MEHDI | Issue Writer Certificate

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Abstract

This article presents the measuring of brand special effect on purchasing behavior through Zar Makaron consumers’ society at Tehran. According to Aaker model, Brand Value Indicators are prepared by perceived quality, perceived value, uniqueness and willingness to pay a high price premium for a brand. perceived quality is customers’ judgment on the advantage, superiority credit and brand differences from other competitors’ brands in which not only they influence on the other parts of brand, but they influence on the products categories from the customers’ perspective. Cost-based perceived value is all of the brand advantages in which the customer has earned or has lost while comparing it with other brands. Uniqueness of Quality is the value and the difference of brand from the customer's perspective. Willingness to pay more Cost premium is made due to three variables that the customer's behavior is also shaped by them. These measures are performed by constructive equations. Article information has randomly taken from 273 of Zar Makaron at Tehran. The mentioned information has prepared through the valid questionnaire with 20 questions. Questionnaire reliability using alpha coefficients and factor analysis confirmed Kronbakh has been approved. Analytic results prove that three independent variables of Perceived Quality, perceived Value for the Cost and Uniqueness leading into the willingness to pay a high Price premium and also product brand loyalty. Furthermore, willingness to pay the price premium as a mid variable directly and meaningfully increases the purchase behavior willingness.

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APA: Copy

GHASEMI, BEHROOZ, & JAVANMARDE GHASSAB, MOHAMAD MEHDI. (2010). A STUDY OF BRAND VALUE EFFECTS ON PURCHASING BEHAVIOR. JOURNAL OF BUSINESS MANAGEMENT, 2(6), 139-162. SID. https://sid.ir/paper/237834/en

Vancouver: Copy

GHASEMI BEHROOZ, JAVANMARDE GHASSAB MOHAMAD MEHDI. A STUDY OF BRAND VALUE EFFECTS ON PURCHASING BEHAVIOR. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2010;2(6):139-162. Available from: https://sid.ir/paper/237834/en

IEEE: Copy

BEHROOZ GHASEMI, and MOHAMAD MEHDI JAVANMARDE GHASSAB, “A STUDY OF BRAND VALUE EFFECTS ON PURCHASING BEHAVIOR,” JOURNAL OF BUSINESS MANAGEMENT, vol. 2, no. 6, pp. 139–162, 2010, [Online]. Available: https://sid.ir/paper/237834/en

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