文章基本信息

标题：The role of brand image congruity in Iranian consumers’ demand for auto parts
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作者：Naser Azad Maryam Safaei ; Mahdieh Shahrabi Farahani
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2014
卷号：4
期号：6
页码：1171-1176
DOI：10.5267/j.msl.2014.5.012
出版社：Growing Science
摘要：One of the primary issues in handling demands for auto parts in the world is to build a mutual trust between consumers and vendors. When people trust a brand, they purchase more easily and it is possible to develop market. In Iran, there is a growing interest in demand for auto parts and each year, tens of millions of auto parts are getting sold. This paper presents an empirical investigation to detect the effects of brand image on demand for auto parts. Using a sample of 202 randomly selected people who buy/sell auto parts in city of Tehran, Iran, the study determines three variables including brand strength, brand attributes and consumer trust through the implementation of structural equation modeling.
关键词：Auto part; Consumer demand; Brand image