نوع مقاله : مقاله پژوهشی
کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشگاه غیر انتفاعی الوند، همدان، ایران
عنوان مقاله [English]
The main motivation of this study is to investigate the effect of brand equity on the intention of repurchasing customers of Iran Khodro dealerships in Hamadan. Organizations today have come to believe that it is only by repeating customer purchases that they can achieve long-term profits. In this study, in addition to examining the special value of Iran-Khodro brand on the intention to buy the parts produced by this company by their consumers, the mental and perceived factors of customers from distributive and interactive justice as well as the stability of allocation as modifying factors of repurchase intention are examined. This research is applied in terms of purpose and descriptive-survey in terms of nature. The research data was collected through the five Likert questions in the research questionnaire. In the present study, in order to analyze the data obtained from the questionnaire, SPSS.V24 statistical software and Pls.V3 structural equation software were used according to the statistical needs. The statistical population includes customers of Iran Auto Parts Company, Hamadan. Due to the uniformity of the statistical community and the use of heterogeneity of all members of the community, the random sampling method is simple. The results showed that: The brand equity has a significant effect on the repurchase intention of customers of Iran's car dealerships in Hamadan (0.335). Distributive justice has a moderating role in influencing the brand equity on the intention to repurchase customers of Iran's car dealerships in Hamadan (0.267). Interactive justice has a moderating role in influencing the brand equity on the intention to repurchase customers of Iran's car dealerships in Hamadan (0.194). The consistency of allocation has a moderating role in influencing the brand equity on the intention to repurchase the customers of Iran Khodro dealerships in Hamadan (0.106).