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Asian Journal of Research in Marketing
Year : 2014, Volume : 3, Issue : 6
First page : ( 87) Last page : ( 100)
Online ISSN : 2277-6621.

The Role of Product Quality Perception and Brand Association in the Influence of Corporate Ability Association and Brand Awareness on Brand Price Flexibility, Brand Extensibility and Repurchase Intention of Iranian Customers

Ghalandari Kamal

Department of Business Management, Payame Noor University, PO BOX 19395-3697, Tehran, I.R. of Iran

Online published on 16 December, 2014.

Abstract

The value lied in a brand is almost associated whit the specific mindset and perception about an use context attracting customers. Thus, the purpose of this paper is to investigate the effects of corporate ability association and brand awareness on brand price flexibility, brand extensibility and repurchase intention of Iranian customers by considering the roles of product quality perception and brand association. In this survey-descriptive study on the basis of random classified sampling, the required information was obtained from 385 students using a valid and reliable questionnaire and structural equation modeling was used for analysis of data and test of hypotheses and the results suggest that the variables mention has effected to process purchase. Results of present research showed that using corporate ability association as a strategic tool can contribute to brand structure, brand equity and brand perception. Also it leads to improved evaluation of brand financial performance by global market.

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Keywords

Brand Association, Brand Awareness, Brand Extensibility, Brand Price Flexibility, Corporate Ability Association, Iranian Customers, Product Quality Perception, Repurchase Intention.

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