Authors : Mohammad Ali Abdolvand and Ali Reza Kia
Abstract: As one of the important concepts in business, brand is worth and marketers can benefit from strong brand as a competitive advantage. In another hand, concept of brand equity is the most important strategic internal factor for marketing in today’s competitive global market. Therefore, the purpose of this research is to examine the impact of company’s ability associations and brand awareness on willingness to repurchase by considering moderator role of the perceived quality of product and brand association. We have used the developed model of brand equity by Keller and Aaker to form theoretical and conceptual frame work of the present research. We have also gathered the necessary data to test the research hypotheses among students of Islamic Azad University using descriptive-survey method and questionnaire. Finally, the obtained results of data analysis using structural equation modeling and the LISREL Software suggest generally a significant relationship between the following variables; company’s ability association with the perceived quality and brand development; brand awareness with the perceived quality; the perceived quality with brand association, flexibility and willingness to repurchase; brand associations with brand development. The above-mentioned variables play a critical role willingness to repurchase.
Mohammad Ali Abdolvand and Ali Reza Kia, 2016. Examining the Impact of Company’s Ability Associations and Brand Awareness on Willingness to Repurchase: The Role of the Perceived Quality of Product and Brand Associations. International Business Management, 10: 1868-1875.