Investigation of the Effects of Prestige, Satisfaction and Communication on Brand Identification, word-of-mouth and Repurchase in Luxury Automobile Industry

ABSTRACT:The aim of this study was to investigate the effect reputation (prestige), satisfaction, and organizational communication on brand identi?cation and to show how brand identification in?uences word-of-mouth and brand repurchase in luxury automobiles industry. A survey of owners of luxury automobiles in Tehran, that the customers referred to authorized repair shops automobiles. 408 questionnaires were collected and cluster sampling. Data analysis is used to Structural Equation Modeling (SEM) and is used to SPSS & LISREL software for data analysis. The results show that reputation (prestige), satisfaction and organizational communication influence on brand identification. Also develop relationships with customers through brand identification causes to word-of-mouth about the brand and intentions to repurchase. Thus, managers are provided with strategies that lead to improved understanding of customers of the brand, so that they can strengthen the customers’ brand identi?cation.