Strategic Management Thought

Examining the Effects of Brand Dimensions on Customer Repurchase Intention in Refah Retail Store in Tehran

Authors

1 Assistant Professor of Management, Faculty of Economics and Social Sciences, Shahid Chamran University, Ahvaz, Ahvaz, Iran.

2 Master of Business Administration, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

Abstract

This survey seeks examining the effects of brand dimensions on repurchase intention in service sectors. Service branding is becoming a critical issue for both marketing researchers and experts and empirical research in this context is increasing. This study tests a model in the context of service brand. The research group (population) includes all customers of Refah retail store in Tehran. By the use of clustering sampling method, 275 customers have been selected as the research sample. We used Lisrel software for testing model. The results indicate that brand evidence (e.g., core service, employee service, brand name, services cape, price/ value for money, self-image congruence and feelings), along with advertising and promotion, significantly influence consumer satisfaction, attitude and behavioral intentions towards the chosen service brand.

Keywords

بازرگان، عباس؛ سرمد، زهره و حجازی، الهه (1377)، روش تحقیق در علوم رفتاری، تهران: نشر آگاه.
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Strategic Management Thought
Volume 3, Issue 2 - Serial Number 2
October 2009
Pages 149-165
  • Receive Date: 22 November 2009
  • Revise Date: 23 September 2009
  • Accept Date: 17 February 2010