Explaining the relationship between Product attributes, Customer experience and Brand equity with Purchase intention and Brand loyalty of mobile in Ahvaz city

Abstract

This study aimed to investigate the relationship and interaction between product attributes, customer experience and brand equity, with purchase intention and brand loyalty of mobile from the perspective of consumers in Ahvaz city. This study is a descriptive research which to collect data from the survey and for data analysis, correlation method is used. The study sample is all mobile users in Ahvaz city that due to lack of access to the entire sample, with convenience and purposive sampling, 400 subjects were selected. A questionnaire was used for data gathering and for data analyzing, structural equation modeling and LISREL software were used. The results of the research found that ease of use, perceived usefulness and aesthetics had no positive and significant impact on study`s variables and between the attributes of mobile product, just entertainment has positive and significant impact on customer experience and brand equity. Also, there is a significant relationship between brand equity with brand loyalty and purchase intention.

Keywords

• brand equity
• customer experience
• brand loyalty
• purchase intention
• product aspects
• cellphone
• Ahvaz city.