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Journal: STRATEGIC MANAGEMENT THOUGHT (MANAGEMENT THOUGHT) | Year:1388 | Volume:3 | Issue:2 (6) | Start Page:149 | End Page:165

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Title

EXAMINING THE EFFECTS OF BRAND DIMENSIONS ON CUSTOMER REPURCHASE INTENTION IN REFAH RETAIL STORE IN TEHRAN

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 Start Page 149 | End Page 165

Abstract

 This survey seeks examining the effects of BRAND dimensions on REPURCHASE INTENTION in SERVICE sectors. SERVICE BRANDing is becoming a critical issue for both marketing researchers and experts and empirical research in this context is increasing. This study tests a model in the context of SERVICE BRAND. The research group (population) includes all customers of Refah retail store in Tehran. By the use of clustering sampling method, 275 customers have been selected as the research sample. We used Lisrel software for testing model. The results indicate that BRAND evidence (e.g., core SERVICE, employee SERVICE, BRAND name, SERVICEs cape, price/ value for money, self-image congruence and feelings), along with advertising and promotion, significantly influence consumer satisfaction, attitude and behavioral intentions towards the chosen SERVICE BRAND.

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