The Impact of Brand Awareness on Store Brand Identity (Case Study: Refah Chain Stores in Kerman)

Document Type : Research Paper

Authors

1 Ph.D student in Business Administration, University of Tehran

2 Assistant Professor, Department of Management, Kharazmi University

Abstract

The present study is to examine  the impact of brand awareness on store brand identity in regard of functional risk, perceived value and customer satisfaction variables, through a proposed model. The population of this study is Refah Stores’ customers in Kerman city, and the data are obtained using convenience non-probability sampling among 185 customers of this company. The data analysis was done through Structured Equation Modeling and Smart PLS software. The research results show that an increase in brand awareness causes a decrease in customer functional risk compared with the store brand; meanwhile, functional risk has a significant negative impact on the perceived value. Moreover, the perceived value has a significant positive impact on customer satisfaction, which, in turn has a significant positive impact on store brand identity. However, the impact of brand awareness on store brand identity has been indirect and through mediating variables of functional risk, perceived value and customer satisfaction. 

Keywords


 
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