Investigating the effect of Brand Equity and Brand Preference on Purchase Intention

This study is examined the impact of brand equity on brand preference and purchase intentions. Sporting goods consumer population of this study is in Tehran. Sampling was done randomly. The data were collected using a questionnaire. The present study is based on the methodology used and the method of implementation and is data collection descriptive survey. The sample included 390 people in this study, four types of validity (Face Validity, Content Validity, Convergent Validity, Discriminate Validity) and two types of reliability (internal consistency reliability and test-retest reliability) in the Description of the study were compared with a similar study has gone a step ahead. The study of these three variables (brand equity, brand preference and purchase intent) together on sporting goods in the world for the first time and new aspects of the innovation. For test data analysis and confirmative factor analysis using path analysis software of LISREL. Research results show that the significant relationship between brand associations, brand loyalty and perceived quality and brand equity. Significant relationship between brand equity and brand preference and purchase intentions can be seen, but no relationship significant brand awareness and brand equity in sports products do not see in Iran.

Average variance extracted, composite reliability, convergent validity, discriminate validity, path analysis, Structural Equation Modeling (SEM)