Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 24 2015 11 22 Difference of Adults’ and Teenagers’ Attitudes Towards Fast Food Restaurants Difference of Adults’ and Teenagers’ Attitudes Towards Fast Food Restaurants 13 27 96089 FA Journal Article 2015 11 18 Maryam Rahimi *, Abbas Ali Haji Karimi **[1] AbstractNowadays, with the progress in science, technology, and industry, changes has taken place in people's lifestyles and the consumption of fast food has become common for different reasons. Owing to this, the present research was carried out in Tehran with the aim of understanding the consumption pattern of adolescents and adults and studying the differences in attitude between these two consumer groups. This research is a descriptive study carried out in Tehran using the clustering method with 384 participants. The data regarding the attitude of adolescents and adults were collected by a questionnaire, the validity and reliability of which were determined. The data were then analyzed using SPSS software, with Levene's test, T-Test and Pearson correlation coefficient. 49.5% of the participants were adolescents and the rest were adults. The findings showed that there is no significant difference between the adolescent and adult groups with regard to the internal and external characteristics of fast food, except for public brand image; however, there is a significant difference between the two age groups regarding attitude toward fast food. Moreover, the positive relation between customer satisfaction and internal and external characteristics of fast food and word-of-mouth intention was proved. Keywords: Fast Food; Customer Satisfaction; Word-of-Mouth; Attitude; Social Recognition; Competitive Advantage.* Associate Professor, Shahid Beheshti University.** M.Sc. Shahid Beheshti University (Corresponding Author).E-mail: Maryam_rahimi17@yahoo.com Maryam Rahimi *, Abbas Ali Haji Karimi **[1] AbstractNowadays, with the progress in science, technology, and industry, changes has taken place in people's lifestyles and the consumption of fast food has become common for different reasons. Owing to this, the present research was carried out in Tehran with the aim of understanding the consumption pattern of adolescents and adults and studying the differences in attitude between these two consumer groups. This research is a descriptive study carried out in Tehran using the clustering method with 384 participants. The data regarding the attitude of adolescents and adults were collected by a questionnaire, the validity and reliability of which were determined. The data were then analyzed using SPSS software, with Levene's test, T-Test and Pearson correlation coefficient. 49.5% of the participants were adolescents and the rest were adults. The findings showed that there is no significant difference between the adolescent and adult groups with regard to the internal and external characteristics of fast food, except for public brand image; however, there is a significant difference between the two age groups regarding attitude toward fast food. Moreover, the positive relation between customer satisfaction and internal and external characteristics of fast food and word-of-mouth intention was proved. Keywords: Fast Food; Customer Satisfaction; Word-of-Mouth; Attitude; Social Recognition; Competitive Advantage.* Associate Professor, Shahid Beheshti University.** M.Sc. Shahid Beheshti University (Corresponding Author).E-mail: Maryam_rahimi17@yahoo.com https://jbmp.sbu.ac.ir/article_96089_2477a519dc1bdb4f95d644f8b9e9207a.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 24 2015 11 22 Green Trends and Its Role in the Creation of Client Outcomes Green Trends and Its Role in the Creation of Client Outcomes 28 48 96181 FA Journal Article 2015 11 18 Sayyed Hamid khodad Hosseini*, Mojtaba Karimian**, Ali Hashemzehi*** , Shahram Jamali****[1]  Abstract     Today, companies in different industries in planning their strategic programs, considering green parameters and to succeed in their own businesses pay attention to green trends. According to the customer's perception of a Green Company and customer consequences, current research present a model in three dimensions and therefore some relations in the context of the customer's perception, his knowledge, performance of the company perceived green value, which has affected customer outcomes, have been developed. A sample of450peoplefrom the client of two automotive companies in Tehran with a simple and accessible sample selection and data collection made through questionnaires. Structural equation modeling was used to examine the relationships between variables and based on the tests, the related model was proposed. The results show that the perceived effectiveness has a meaningful, positive impact on company reputation and performance of company results to the customer consequences. On the other side the environment, awareness of customer has a positive and significant effect on the client's environmental concerns and environmental concerns results to the client consequences. Keywords: Customer Perceptions; Perceived Green Value; Client Consequences.*Associate Professor, University of Tarbiat Modares, (Corresponding Author).E-mail: khodadad@modares.ac.ir**Master Student, University of  TarbiatModares.***Ph.D Student, University of Tehran.****Ph.D Student, University of Tehran Sayyed Hamid khodad Hosseini*, Mojtaba Karimian**, Ali Hashemzehi*** , Shahram Jamali****[1]  Abstract     Today, companies in different industries in planning their strategic programs, considering green parameters and to succeed in their own businesses pay attention to green trends. According to the customer's perception of a Green Company and customer consequences, current research present a model in three dimensions and therefore some relations in the context of the customer's perception, his knowledge, performance of the company perceived green value, which has affected customer outcomes, have been developed. A sample of450peoplefrom the client of two automotive companies in Tehran with a simple and accessible sample selection and data collection made through questionnaires. Structural equation modeling was used to examine the relationships between variables and based on the tests, the related model was proposed. The results show that the perceived effectiveness has a meaningful, positive impact on company reputation and performance of company results to the customer consequences. On the other side the environment, awareness of customer has a positive and significant effect on the client's environmental concerns and environmental concerns results to the client consequences. Keywords: Customer Perceptions; Perceived Green Value; Client Consequences.*Associate Professor, University of Tarbiat Modares, (Corresponding Author).E-mail: khodadad@modares.ac.ir**Master Student, University of  TarbiatModares.***Ph.D Student, University of Tehran.****Ph.D Student, University of Tehran https://jbmp.sbu.ac.ir/article_96181_ddf844840f5720312501dda501be5e3a.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 24 2015 11 22 Influence Explaination of Word of Mouth on Tourists' Destination Image Influence Explaination of Word of Mouth on Tourists' Destination Image 49 67 96193 FA Journal Article 2015 11 18  Mohammad Reza Hamidizade*, Manizhe Gharecheh**, Akram Hadizade Moghadam***, Sirous Salimipour****[1] Abstract     Tourists' behavior is affected by their perceptions of a tourist destination. Information resources are the main determinants of the destination image. Word of mouth is a powerful instrument and key information resource affecting attitudes and behaviors of tourists. Hence, the current study aims to investigate the influence of word of mouth disseminated by the tourists on destination image and consequently, travel intention. Statistical population was international tourists who have traveled to Isfahan during the period of research. A sample of 450 tourists was selected by a convenience sampling approach. To test hypotheses, structural equation modeling was employed. Data analysis was conducted by LISREL software. Results indicated that word of mouth has a significant influence on destination image (psychological, cognitive, unique, affective and overall) and intention to travel Iran. Finally, according to supported hypotheses, managerial implications and future directions have been provided. Keywords: Tourist; Word of Mouth; Consumer Behavior; Travel Intention.* Professor, Shahid Beheshti University.** Assistant professor, Shahid Beheshti University.*** Associate professor, Shahid Beheshti University.**** PH.D Candidate, Shahid Beheshti University (Corresponding Author).E-mail: sirous.salimipour@gmail.com  Mohammad Reza Hamidizade*, Manizhe Gharecheh**, Akram Hadizade Moghadam***, Sirous Salimipour****[1] Abstract     Tourists' behavior is affected by their perceptions of a tourist destination. Information resources are the main determinants of the destination image. Word of mouth is a powerful instrument and key information resource affecting attitudes and behaviors of tourists. Hence, the current study aims to investigate the influence of word of mouth disseminated by the tourists on destination image and consequently, travel intention. Statistical population was international tourists who have traveled to Isfahan during the period of research. A sample of 450 tourists was selected by a convenience sampling approach. To test hypotheses, structural equation modeling was employed. Data analysis was conducted by LISREL software. Results indicated that word of mouth has a significant influence on destination image (psychological, cognitive, unique, affective and overall) and intention to travel Iran. Finally, according to supported hypotheses, managerial implications and future directions have been provided. Keywords: Tourist; Word of Mouth; Consumer Behavior; Travel Intention.* Professor, Shahid Beheshti University.** Assistant professor, Shahid Beheshti University.*** Associate professor, Shahid Beheshti University.**** PH.D Candidate, Shahid Beheshti University (Corresponding Author).E-mail: sirous.salimipour@gmail.com https://jbmp.sbu.ac.ir/article_96193_b21c026a6bbb9a02faa5344236371d3e.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 24 2015 11 22 Factors Influencing Brand Avoidance Intention through Customer Attitude towards Brand Avoidance: an Emphasis on Chinese Brands Factors Influencing Brand Avoidance Intention through Customer Attitude towards Brand Avoidance: an Emphasis on Chinese Brands 69 85 96201 FA Journal Article 2015 11 18  Abolghasem Ebrahimi*, Sayyed Moslem Alavi**, Mahdi Najafi Siahroudi***[1] Abstract     The main purpose of this survey is to investigate the factors influencing brand avoidance intention through customer attitude towards brand avoidance. Among Rasht citizens 268 individuals who have had an experience of avoiding Chinese brands were selected. A researcher made questionnaire (its validity is tested by two approaches, including face validity and confirmatory factor analysis and its reliability is examined using alpha cronbach (87%)) is distributed among samples. Findings reveal that customer’s attitude towards brand avoidance has mediated the relationship between perceived risk of using brand and brand avoidance intention and it has played a role of mediator variable between anti brand activism and brand avoidance intention. Consequently, two most important factors that affect customer brand avoidance would be the anti-brand activism shown by unsatisfied customer and his/ her perceived risk of using the brand. Keywords: Factors Influencing Brand Avoidance; Attitude towards Brand Avoidance; Brand Avoidance Intention; Chinese Brand* Assistant Professor, Shiraz University (Corresponding Author).E-mail: Aebrahimi@shirazu.ac.ir** MSc., Payamnoor University.*** MSc, Rahbord Shomal Nonprofit University.   Abolghasem Ebrahimi*, Sayyed Moslem Alavi**, Mahdi Najafi Siahroudi***[1] Abstract     The main purpose of this survey is to investigate the factors influencing brand avoidance intention through customer attitude towards brand avoidance. Among Rasht citizens 268 individuals who have had an experience of avoiding Chinese brands were selected. A researcher made questionnaire (its validity is tested by two approaches, including face validity and confirmatory factor analysis and its reliability is examined using alpha cronbach (87%)) is distributed among samples. Findings reveal that customer’s attitude towards brand avoidance has mediated the relationship between perceived risk of using brand and brand avoidance intention and it has played a role of mediator variable between anti brand activism and brand avoidance intention. Consequently, two most important factors that affect customer brand avoidance would be the anti-brand activism shown by unsatisfied customer and his/ her perceived risk of using the brand. Keywords: Factors Influencing Brand Avoidance; Attitude towards Brand Avoidance; Brand Avoidance Intention; Chinese Brand* Assistant Professor, Shiraz University (Corresponding Author).E-mail: Aebrahimi@shirazu.ac.ir** MSc., Payamnoor University.*** MSc, Rahbord Shomal Nonprofit University.  https://jbmp.sbu.ac.ir/article_96201_918cf1aabacbe0e3ce8a6f2758b51e98.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 24 2015 11 22 The Role of Affective Commitment and Continuance Commitment on Customer Perception of the Intention to Repurchase The Role of Affective Commitment and Continuance Commitment on Customer Perception of the Intention to Repurchase 87 101 96207 FA Journal Article 2015 11 18 Majid Momen *, Manije Gharache**,Reza Ghanbarzade Miyandehi***[1]  Abstract     This study investigates the effective  factors on loyalty and repurchase intention. Based on previous research and relevant literature, perceived value, perceived value, perceived quality, brand satisfaction, brand trust, affective commitment and continuance commitment were selected as influencing factors. According to infinite population, the population of this study is  a customer of the Tehran mobile market. The minimum sample size  was determined 384  by Cochran formula. Data were collected by questionnaire of 49 questions out of 389 using the software LISREL structural equation analysis and the results of this study confirmed all of the hypothesis. That is the best way to achieve the loyalty and repurchase intention from the beginning to understand the quality, following the satisfaction of the brand, then the brand trust, and affective commitment, and in the end is the loyalty and repurchase intention.  Keywords: Perceived Value; Perceived Equity; Perceived Quality; Affective Commitment; Continuance Commitment; Intention to Repurchase.* Master,Ershad University (Corresponding Author). E-mail: manager.momen@yahoo.com** Assistant professor, Shahid Beheshti University.*** Ph.D Student, Shahid Beheshti University. Majid Momen *, Manije Gharache**,Reza Ghanbarzade Miyandehi***[1]  Abstract     This study investigates the effective  factors on loyalty and repurchase intention. Based on previous research and relevant literature, perceived value, perceived value, perceived quality, brand satisfaction, brand trust, affective commitment and continuance commitment were selected as influencing factors. According to infinite population, the population of this study is  a customer of the Tehran mobile market. The minimum sample size  was determined 384  by Cochran formula. Data were collected by questionnaire of 49 questions out of 389 using the software LISREL structural equation analysis and the results of this study confirmed all of the hypothesis. That is the best way to achieve the loyalty and repurchase intention from the beginning to understand the quality, following the satisfaction of the brand, then the brand trust, and affective commitment, and in the end is the loyalty and repurchase intention.  Keywords: Perceived Value; Perceived Equity; Perceived Quality; Affective Commitment; Continuance Commitment; Intention to Repurchase.* Master,Ershad University (Corresponding Author). E-mail: manager.momen@yahoo.com** Assistant professor, Shahid Beheshti University.*** Ph.D Student, Shahid Beheshti University. https://jbmp.sbu.ac.ir/article_96207_f6556a7ca051a091692fbc954c0237eb.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 24 2015 11 22 Investigating the Mediating Effect of Brand Involvement in the Impact of Brand Personality on Brand Loyalty Investigating the Mediating Effect of Brand Involvement in the Impact of Brand Personality on Brand Loyalty 103 116 96076 FA Journal Article 2015 11 18  Ali Sanayei*, Sayyed Mehdi Mirmehdi**, Reza Salehzade***[1] AbstractIn today's business, brands are considered as a valuable asset for companies so having the loyal customers to the brand is the main goal of many companies. The aim of this study was to investigate the impact of brand personality on brand involvement and brand loyalty. In addition, the role of brand involvement as a mediator in the relationship between the brand personality and loyalty was investigated. Hypotheses were examined by using the structural equation modeling. Survey data collected from mobile customers in Isfahan and cluster method was used for sampling. Totally 452 valid questionnaires were used for data analysis. The results of the analysis showed that the brand personality has an impact on brand involvement and brand involvement an impact on brand loyalty. The direct impact of brand personality on brand loyalty was rejected. Based on last hypothesis testing, the indirect effect of brand personality on brand loyalty through brand involvement was confirmed. Keywords: Brand Personality; Brand Involvement; Brand Loyalty* Professor, University of Isfahan.** Ph.D. student, University of Isfahan (Corresponding Author).E-mail: Mehdi_smm84@yahoo.com*** Ph.D. student, University of Isfahan.  Ali Sanayei*, Sayyed Mehdi Mirmehdi**, Reza Salehzade***[1] AbstractIn today's business, brands are considered as a valuable asset for companies so having the loyal customers to the brand is the main goal of many companies. The aim of this study was to investigate the impact of brand personality on brand involvement and brand loyalty. In addition, the role of brand involvement as a mediator in the relationship between the brand personality and loyalty was investigated. Hypotheses were examined by using the structural equation modeling. Survey data collected from mobile customers in Isfahan and cluster method was used for sampling. Totally 452 valid questionnaires were used for data analysis. The results of the analysis showed that the brand personality has an impact on brand involvement and brand involvement an impact on brand loyalty. The direct impact of brand personality on brand loyalty was rejected. Based on last hypothesis testing, the indirect effect of brand personality on brand loyalty through brand involvement was confirmed. Keywords: Brand Personality; Brand Involvement; Brand Loyalty* Professor, University of Isfahan.** Ph.D. student, University of Isfahan (Corresponding Author).E-mail: Mehdi_smm84@yahoo.com*** Ph.D. student, University of Isfahan. https://jbmp.sbu.ac.ir/article_96076_84abf64a5bc7a7dac7f0e189d93117c4.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 24 2015 11 22 Systematic Model for Increasing the Profitability through Customer Relationship Management Systematic Model for Increasing the Profitability through Customer Relationship Management 117 137 96082 FA Journal Article 2015 11 18  Alireza Motameni[1]*, Abbas Ali Rastgar**, Amin Hemmati*** Abstract     While in the past, supply was more powerful than demand in the economic relations and interactions between organizations and customers, nowadays, demand enjoys the greater power of choice and bargaining than supply. Thus, Customer Relationship Management (CRM) can help organizations attract and retain new customers, increase the customers' repurchase, and develop long-term relationships with customers in order to enhance their expected value. This research aims to explain the role of CRM in Mellat Bank and provide a systematic model to achieve profitability through CRM. The statistical population of the research includes the managers and experts of the bank in Tehran province who are selected through random stratified sampling method. The required data were collected using a questionnaire whose validity and reliability was confirmed through CFA and Cronbach's alpha test. The results show that the appropriateness of processes and the support of CRM have a positive and significant impact on profitability, while the quality of customer data doesn't have a significant effect on profitability. The results also confirm the positive impact of efficiency on customer satisfaction and the positive impact of customer satisfaction on the profitability of the bank. Finally, in addition to the proposed model, proposals are presented, such as the elimination of costly and inefficient processes as well as the development of more interaction with the customers of the bank in order to increase profitability. Keywords: Customer relationship management; performance; profitability; customer satisfaction* Associate Professor, Shahid Beheshti University.** Associate Professor, Semnan University*** Master, Semnan University, (Corresponding Author).E-mail: ah.managment@gmail.com  Alireza Motameni[1]*, Abbas Ali Rastgar**, Amin Hemmati*** Abstract     While in the past, supply was more powerful than demand in the economic relations and interactions between organizations and customers, nowadays, demand enjoys the greater power of choice and bargaining than supply. Thus, Customer Relationship Management (CRM) can help organizations attract and retain new customers, increase the customers' repurchase, and develop long-term relationships with customers in order to enhance their expected value. This research aims to explain the role of CRM in Mellat Bank and provide a systematic model to achieve profitability through CRM. The statistical population of the research includes the managers and experts of the bank in Tehran province who are selected through random stratified sampling method. The required data were collected using a questionnaire whose validity and reliability was confirmed through CFA and Cronbach's alpha test. The results show that the appropriateness of processes and the support of CRM have a positive and significant impact on profitability, while the quality of customer data doesn't have a significant effect on profitability. The results also confirm the positive impact of efficiency on customer satisfaction and the positive impact of customer satisfaction on the profitability of the bank. Finally, in addition to the proposed model, proposals are presented, such as the elimination of costly and inefficient processes as well as the development of more interaction with the customers of the bank in order to increase profitability. Keywords: Customer relationship management; performance; profitability; customer satisfaction* Associate Professor, Shahid Beheshti University.** Associate Professor, Semnan University*** Master, Semnan University, (Corresponding Author).E-mail: ah.managment@gmail.com

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 24 2015 11 22 The Effect of Shopping Emotions and Perceived Risk on Impulsive Buying Behavior The Effect of Shopping Emotions and Perceived Risk on Impulsive Buying Behavior 138 156 96095 FA Journal Article 2015 11 22  Mohammad Reza Karimi Alavije*, Roghaye Ghasemkhani**[1][2] Abstract     Considering the growing competitive atmosphere and similar products presented in a same price category, it is now a powerful tool to recognize and comprehend the factors affecting customers’ purchase in retail stores by which one can get distinguished from competitors and with more attractive conditions absorb the customers. Based on the nature and methods of research, this applied research is a descriptive one which considers the correlations in the study. The population of this research is customers of CANBO supermarkets in Tehran. Cluster sampling method is applied in the study. Also, the sample size is determined 384 people. A questionnaire was the data collection method. Factorial validity and Content validity tools were used to measure and confirm the validity of research and Cronbach’s alpha measured and confirmed its reliability. Descriptive statistics and SPSS22 software helped us to analyze demographics in the study and structural equation modeling (SEM) was used to test the hypotheses. LISREL 8.8 is the software which was used for data analysis. Results show that both the pleasure and arousal senses have a positive effect on impulse buying intention and impulse buying intention has a positive effect on impulse buying behavior. Also, the negative effect of impulse buying behavior on post purchase behavior is confirmed. But, the negative effect of perceived risk on impulse buying behavior did not get confirmed. Keywords: Impulsive Buying Behavior; Shopping Emotions; Pleasure; Arousal; Perceived Risk; Post Purchase Behavior* Assistant Professor, Persian Gulf University (Corresponding Author).Email: mr.karimi@atu.ac.ir** MA student, Persian Gulf University.  Mohammad Reza Karimi Alavije*, Roghaye Ghasemkhani**[1][2] Abstract     Considering the growing competitive atmosphere and similar products presented in a same price category, it is now a powerful tool to recognize and comprehend the factors affecting customers’ purchase in retail stores by which one can get distinguished from competitors and with more attractive conditions absorb the customers. Based on the nature and methods of research, this applied research is a descriptive one which considers the correlations in the study. The population of this research is customers of CANBO supermarkets in Tehran. Cluster sampling method is applied in the study. Also, the sample size is determined 384 people. A questionnaire was the data collection method. Factorial validity and Content validity tools were used to measure and confirm the validity of research and Cronbach’s alpha measured and confirmed its reliability. Descriptive statistics and SPSS22 software helped us to analyze demographics in the study and structural equation modeling (SEM) was used to test the hypotheses. LISREL 8.8 is the software which was used for data analysis. Results show that both the pleasure and arousal senses have a positive effect on impulse buying intention and impulse buying intention has a positive effect on impulse buying behavior. Also, the negative effect of impulse buying behavior on post purchase behavior is confirmed. But, the negative effect of perceived risk on impulse buying behavior did not get confirmed. Keywords: Impulsive Buying Behavior; Shopping Emotions; Pleasure; Arousal; Perceived Risk; Post Purchase Behavior* Assistant Professor, Persian Gulf University (Corresponding Author).Email: mr.karimi@atu.ac.ir** MA student, Persian Gulf University. https://jbmp.sbu.ac.ir/article_96095_f8b389f255ced0270201109950a1b035.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 24 2015 11 22 The Effect of Brand Equity on Repurchase Intention by Mediatory of Perceived Value The Effect of Brand Equity on Repurchase Intention by Mediatory of Perceived Value 157 175 96105 FA Journal Article 2015 11 22 Rahmatollah Gholipour*, Hashem Aghazade**, Elahe Bakhshizade***[1] Abstract     Brand as the most valuable intangible asset of any companies has an important role in companies’ success and efficient communication with customers because of its excellent benefits. So the creation and maintenance its appropriate situation in customers’ mind in order to effect on their decision making and purchase intention is one of the companies’ goals and priorities. This research investigates the effect of brand equity and its dimensions based on Aaker’s model (brand awareness, brand association, perceived quality, and brand loyalty) on perceived value and repurchase intention and mediator role of perceived value between 267 life insured in Saman insurance in Tehran. Research data are gathered by questionnaire with Reliability coefficient equal to 0.95. Exploratory factor analysis and correlation test are done on data by SPSS16 software and LISREL8.50 software is used to test measurement and structural models. The results show that brand equity has a significant and positive effect on perceived value and repurchase intention. Perceived value has significant and positive effect on repurchase intention. Brand awareness and brand association do not have a significant effect on perceived value and repurchase intention. Perceived quality has a significant and positive effect on repurchase intention indirectly by mediatory of perceived value and finally brand loyalty is the only dimension that directly and indirectly by mediatory of perceived value has a significant and positive effect on repurchase intention. Keywords: Brand Equity; Dimensions of  Brand Equity; Repurchase Intention; Perceived Value; Life Insurance* Associate Professor, Tehran University.** Assistant Professor, Tehran University.*** MA Student, Tehran University, Qom Campus (Corresponding Author)E-mail: elaheh.bakhshizadeh@yahoo.com, Rahmatollah Gholipour*, Hashem Aghazade**, Elahe Bakhshizade***[1] Abstract     Brand as the most valuable intangible asset of any companies has an important role in companies’ success and efficient communication with customers because of its excellent benefits. So the creation and maintenance its appropriate situation in customers’ mind in order to effect on their decision making and purchase intention is one of the companies’ goals and priorities. This research investigates the effect of brand equity and its dimensions based on Aaker’s model (brand awareness, brand association, perceived quality, and brand loyalty) on perceived value and repurchase intention and mediator role of perceived value between 267 life insured in Saman insurance in Tehran. Research data are gathered by questionnaire with Reliability coefficient equal to 0.95. Exploratory factor analysis and correlation test are done on data by SPSS16 software and LISREL8.50 software is used to test measurement and structural models. The results show that brand equity has a significant and positive effect on perceived value and repurchase intention. Perceived value has significant and positive effect on repurchase intention. Brand awareness and brand association do not have a significant effect on perceived value and repurchase intention. Perceived quality has a significant and positive effect on repurchase intention indirectly by mediatory of perceived value and finally brand loyalty is the only dimension that directly and indirectly by mediatory of perceived value has a significant and positive effect on repurchase intention. Keywords: Brand Equity; Dimensions of  Brand Equity; Repurchase Intention; Perceived Value; Life Insurance* Associate Professor, Tehran University.** Assistant Professor, Tehran University.*** MA Student, Tehran University, Qom Campus (Corresponding Author)E-mail: elaheh.bakhshizadeh@yahoo.com, https://jbmp.sbu.ac.ir/article_96105_117483ea70d911c42a4da70c58b9f4e0.pdf