Brand

Impact of Brand Equity on Purchase Decision of Final Consumer

Focusing on Products with Low Mental Conflict

Mohammad Doostar1, Maryam Kazemi Iman Abadi2, Reza Kazemi Iman Abadi3

1

Faculty of Management, Guilan University,Guilan, Iran

2

M.A Student of MBA, Guilan University,Guilan,Iran

3

M.A Student of IT, Guilan University, Guilan, Iran

ABSTRACT

This paper attempts to identify, select and provide operation brand equity structures customer-based in the market

properly, and examine how effects and their relationship with each other is developed a model that brand equity is

reviewed and tested for sample in industry of products with low mental conflict in Rasht. Based on literature review,

products with low mental conflict and new idea towards it and suggestions, considering model of brand equity in terms

of Keller, a model was presented and in the next stage of mentioned factor were studied as effective factor on the

purchase decisions. In this study, based on descriptive -survey research design and random sampling, information

needed 400 buyers of food products daily consumption was collected by using a questionnaire valid and reliable and for

data analysis and hypothesis testing was used SPSS software and has been used the method of the relationship

investigation. Results indicate that "brand equity has a direct impact on consumer purchase decision."

KEYWORDS: Brand Equity, Brand Identity, Brand Mind, Brand Awareness, Perceived Quality, Purchase Decision.

1. INTRODUCTION

In recent years many companies have come to believe that one of their most valuable assets is their products and

services brands (Kapferer, 2004;Kotler,2006) today’s complex and challenging world, all people, whether as an

individual and as a business manager are facing with increasing options and effort for reducing the time to make

decisions and choices. Accordingly brands ability to simplify customer decisions, reduce risk and defining...