The Effect of Brand Equity on Repurchase Intention by Mediatory of Perceived Value

Document Type : Original Article

Abstract

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,

References

  1. حسینی، سید محمود؛ ابوالفضلی، سید ابوالفضل؛ رحیمی هلری، محمد (1388). بررسی تأثیر ارزش ویژه نام و نشان تجاری بر پاسخ مصرف-کننده (مطالعه موردی: نام و نشان تجاری ایرانول)، مجله چشم‌انداز مدیریت، (32)، 28-9.
  2. صمدی، منصور؛ حاجی‌پور، بهمن؛ و دهقان، میثم (1388). بررسی تأثیر ابعاد برند بر قصد خرید مجدد مشتریان از فروشگاه‌های زنجیره‌ای رفاه در شهر تهران، مجله اندیشه مدیریت، 3(2)، 165-149.
  3. کاتلر، فیلیپ؛ فورچ، والدمار (1389). مدیریت برند در بازاریابی صنعتی-تجاری. محمد حقیقی، سید علی موسوی، و فراز صادق وزیری، تهران: نگاه دانش.
  4. Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
  5. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
  6. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
  7. Baek, T. H., Kim, J., & Yu, J. H. (2010). The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice. Psychology & Marketing, 27(7), 662-678.
  8. Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequence of brand equity management: evedince from organization in the value chain. Journal of product & brand management, 12(4), 220-236.
  9. Bamert, T., & Wehrli, H. P. (2005). Service quality as an important dimension of brand equity in Swiss services industries. Managing Service Quality, 15(2), 132-141.
  10. Bao, Y., Bao, Y., & Sheng, S. (2011). Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation. Journal of Business Research, 64, 220–226.
  11. Bojei,J., & Wong, C. H. (2012). Brand Equity and Current Use a New Horizon for Repurchase Intention of Smartphone, International Journal of Business and Society, 13 (1), 33-48.
  12. Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30, 219–231.
  13. Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28, 1115–1122.
  14. Chernatony, L. D., & Mc Donalds, M. (1998). Creating powerful brands: in consumer, service and market (2 ed.). British: Butterworth Heinemann.
  15. Davis, J. A. (2010). Competitive success: how branding adds value (1 ed.). British: Johnwily and sons.
  16. Davis, J. C. (2007). a conceptual view of branding for services. Innovation Marketing, 3(1), 7-15.
  17. Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever?How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98–105.
  18. Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3), 24-33.
  19. Fernandez, R. S., & Bonillo, M. A. (2007). The concept of perceived value: a systematic review of the research. Marketing Theory, 7(4), 427–451.
  20. Fung So, K. K., & King, C. (2010). When experience matters: building and measuring hotel brand equity. International Journal of Contemporary Hospitality Management, 22(5), 589-608.
  21. Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions. Journal of Retailing, 74(3), 331-352.
  22. Ha, H. Y., Muthaly, S. K., & Akamavi, R. K. (2010). Alternative explanations of online repurchasing behavioral intentions: A comparison study of Korean and UK young customers. European Journal of Marketing, 44(6), 874-904.
  23. Hartline, B. C. (2001). Brand equity: is it more important in services? Journal of Services Marketing, 15(5), 328-342.
  24. Hellier, P. K., Geursen, G. M., & Carr, R. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
  25. Higgins, J. A. (2006). Brand Equity & College Athletics: Investigating The Effects of Brand Uncertainty Situations on Consumer_based Brand Equity. Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University.
  26. Hocking, B. (2012). The Relationship between Personall Selling and Building Consumer Based Brand Equity: A Case Study on the Cookie Time Christmas Cookies Brand, A thises submitted for the degree of Master of Business in Marketing, At the university of Otago, Dunedin, New Zealand.
  27. Hume, M., & Mort, G. S. (2010). The consequence of appraisal emotion, service quality, perceived value and customer quality, perceived value and customer performing arts. Journal of Services Marketing, 24(2), 170–182.
  28. Kayaman, R., & Arasli, H. (2007). Customer based brand equity:evidence from the hotel industry. Managing Service Quality, 17(1), 92-109.
  29. Keller, K. L. (2008). Strategic brand management: building, measuring and managing brand equity (3 ed.).
  30. Kim, G., Sun, B. J., & Kim, H. J. (2008). Multidimensional Customer-Based Brand Equity and Its Consequences in Midpriced Hotels. Journal of Hospitality & Tourism Research, 23(2), 235-254.
  31. Knox, S., & Walker, D. (2001). Measuring and managing brand loyalty. Journal of Strategic Marketing, 9, 111–128.
  32. Krishnan, B. C., & Hartline, M. D. (2001). Brand equity: is it more important in services? Journal of Service
Journal of Business Management Perspective
Volume 14, Issue 24 - Serial Number 24
November 2014
Pages 157-175

Files

History

  • Receive Date: 22 November 2015
  • Revise Date: 18 November 2024
  • Accept Date: 31 December 2020

Share

How to cite

Statistics