Authors : Fariz Taheri Kia
Abstract: Studies in recent years have been under the influence of brand. The main objective of this study investigates how the impact of equity and prestige and personality of brand on willingness to purchase it and experimentally researches that how the combined mechanism of prestige and personality and equity of the brand is conducted in the group of mobile phone productions. The proposed model is influenced by three independent variables (brand equity, personality and prestige) on six mediator variables (quality, commitment, perceived quality, trust and perception of current risk) and a dependent variable (the willingness to purchase the bran). The research method has been applied objectively and methodologically has been survey-experimental. Used analysis method is used to investigate the relationships between the model components of the structural equation modeling method. The research consisted of 15 hypotheses; population has been the undergraduate and graduate students. The sample size has been 363 people and research is conducted in 2012. Six hypotheses are rejected, nine hypotheses is accepted of raised hypotheses. Impact of brand equity on the elements of the model has been either rejected or has inverse effect. But the personality and prestige of brand has had a positive impact. Among the mediator variables just perceived quality and perception of risk have had an impact on the willingness of customer to repurchase.
Fariz Taheri Kia , 2016. Brand Personality Brand Equity and Brand Prestige on Influencing the Brand Repurchase and Customer Willingness. The Social Sciences, 11: 2290-2296.