Investigation of the Impact of Corporate Ability Association and Brand Awareness on Tendency to Re-purchase and Mediating Role of Perception of Product Quality and Brand Association in Purchase Decisi

The present research tries to investigate the impact of corporate ability association and brand awareness on tendency to re-purchase and mediating role of perception of product quality and brand association in purchase decisionmaking process. Research conceptual model was Keller and Aaklerʹs developed model of brand equity. In this model, factors which affect acceptance include corporate ability association, brand awareness, perception of quality, brand association, brand extension, price flexibility and tendency to re-purchase. The present research is a descriptive and applied research and was conducted on 385 students of Tehran Islamic Azad University (Sciences and Research Branch). Descriptive and inferential statistical methods including structural equations modeling were used to investigate factor(s) affecting tendency to re-purchase and purchase decision-making process using LISREL software. Results of structural equations modeling analysis revealed that there is significant relationships between "corporate ability association and perception of quality and brand extension", "brand awareness and perception of quality", perception of quality and brand association", price flexibility and tendency to re-purchase", brand association and brand extension" and the mentioned variables have considerable impact on re-purchase process.