Analysis of the Impact of Brand Assets on the Buying Decisions of Final Consumers Brand of Iran's Milk Industry Company (Pegah)

Abstract

Brand is a mechanism that helps to organizations in order to achieve competitive advantage. Brand assets from the customer perspective are a multi-dimensional structure that is included attitudinal and behavioral aspects. In this study, considering the model of Lanza and Kapferer are examined impact of assets on decision making regarding the purchase of products with low mental conflict (daily consumer products). Secondly, it is checked the impact of assets on perceived prices and quality of the product and in third step; it is checked impact of perceived quality and price on purchase decision making as intermediate variable and finally assets can be created under other three dimensions (brand awareness, identity and the image); in next step were studied mentioned three factors, as effective factors on purchase decisions. Examine the relationship has been used in this study. The results indicate that brand assets on price and perceived quality of dairy products had a

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