The Effect of Specific Brand Equity on Repurchase of Dates in Khuzestan Province of Iran According to Mediating Role of Customer Satisfaction

Document Type : Original Article

Authors

1 Corresponding Author and Assistant Professor, Department of Business Management, Faculty of Literature and Humanities, Malayer University, Hamadan, Iran

2 MA Student in Business Management, Faculty of Literature and Humanities, Malayer University, Hamadan, Iran

Abstract

This study aimed at investigating the effect of brand equity on the repurchase of dates according to the mediating role of customer satisfaction in Khuzestan province of Iran. The research was conducted in an applied method in terms of purpose and in a descriptive-survey method in terms of data collection. The statistical population included all customers of date products in Khuzestan province. Based on Cochran's formula, the sample size was estimated to be 385 respondents using random sampling method. The required data were collected through a standard questionnaire. Content and construct validity was used to determine the validity of the questionnaire; also, in order to measure reliability, Cronbach's alpha coefficient and composite reliability were used. The findings indicated the reliability and validity of the measurement tool. The collected data from the distribution of the questionnaire were analyzed in two descriptive and inferential sections (structural equations). In addition, the study findings indicated the effects of brand value on the intention to repurchase the dates (0.288), brand equity on customer satisfaction of the dates (0.759) and customer satisfaction on the intention to repurchase the dates of the province (0.598).

Keywords

References

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