Studying the relationship between brand equity and consumer behavior

Abstract

The present study was conducted to investigate the relationship between brand equity and consumer behavior. In today's competitive world where the consumer is faced with a broad range of products made in different countries, companies should further seek to identify the factors of customers' trends towards products to encourage customers to select and purchase the product. In the model proposed in this study, the relationship between brand equity and the dimensions of consumer behavior including the willingness to pay for extra cost, brand preference and purchase intention is investigated. The research method is a descriptive correlational. Structural equations and descriptive and inferential statistics and factor analysis were used to analyze the data. The statistical population of the study includes the owners of Grand Vitara, Sportage and Santafe from the companies of Iran Khodro, Kia and Hyundai. The population was unlimited including 384 people using Cochran formula and cluster sampling and endemic questionnaire tool were used. In the marketing literature, the lack of empirical research that seeks to explore the relationship between brand equity and consumer behavior is tangible. This research focuses on those reactions that provide more sales and the ability to grow. According to the results, it seems that there is a relationship between brand equity and consumer behavior including paying extra cost, brand preference and purchase intention.