Authors : Seyed Afshin Hashemi and Mahrokh Mokhtaran
Abstract: In recent era, there is a research gap in proposing a comprehensive model containing perceptual and cognitive variables simultaneously, suggesting how they are correlated and indicating how they are interacted in the path of a brand goal toachieve current and future purchases. In each business, its empowerment in attracting and maintaining customers is a critical issue. Customer attraction is for purchasing a product or brand and for maintaining and being loyal customers to purchase in the future. Loyal customers tend to more purchase, higher payment, higher trust to the organization, recommend the products or services to others and have more positive attitude which, in turn, help to business survival and profitability.
Seyed Afshin Hashemi and Mahrokh Mokhtaran, 2016. The Effect of Brand Equity Dimensions on Current and Future Purchase Behavior of Customer (An Approach Towards First Familiar Brand). International Business Management, 10: 4037-4041.