This study as a quantitative research attempts to postulate that brand equity has high potential to improve customer purchasing behavior in clothing industry of Iran. By literature review, brand equity has four components including, brand association, brand loyalty, perceived quality, and brand awareness. 400 data was gathered and analyzed. The results showed that the highest impact refers to perceived quality while the lowest impact refers to brand awareness.
@artical{s612017ijsea06011004,
Title = "Impact of brand equity on customer purchasing behavior: A study of clothing industry of Iran",
Journal ="International Journal of Science and Engineering Applications (IJSEA)",
Volume = "6",
Issue ="1",
Pages ="20 - 26",
Year = "2017",
Authors ="Shekofeh Sadeghi, Mohammad Ail Abbasi, Somaye Tabatabaei, "}
10.7753/IJSEA0601.1004
Editor/Reviewer login