Effect of Marketing Factors on Brand Relationship Equity and Affects the Customers’ Purchase Intention

Abstract

Today, achieving the stable competitive advantage is one of the most important tools in the business world. To this aim, with creating and using the powerful brand equities,the firms have entered into different competitive fields. Also, in the marketing activities the relationship with customer is the main pivot and getting the customers’ attraction is the priority of all the firms. On the other hand, with the advancement of the nutrition industry of the world, the relationship brand equity for the nutritional companies in order to attract more customers as well as seeking more income has been accentuated which is one of the main components of the firms’ success. In this study, the marketing mix effect on the relationship brand equity and its effect on the customers’ purchase intention of the two well-known brands of the dairy industry of Iran have been discussed. The sample of the study included 522 consumers in Iran. The data analysis has been done using LISREL 8.5 and SPSS 16.00 Software. The results indicate that two factors of advertisement and the target brands promotions of this industry have a significant effect on the perceived quality, while with increasing the price component of the perceived quality by customers have been decreased. On the other side, the perceived quality has also a significant effect on the brand equity. Finally, the results indicate that the relationship brand equity has a significant effect on the customers’ purchase intention on these brands. At the end, some suggestions for improving the active companies’ function in this industry as well as suggestions for the future studies have been provided.