TY  - JOUR
T1  - The Effect of Brand Equity Dimensions on Current and Future Purchase Behavior of Customer (An Approach Towards First Familiar Brand)
AU - Hashemi, Seyed Afshin AU - Mokhtaran, Mahrokh 
JO  - International Business Management
VL  - 10
IS  - 17
SP  - 4037
EP  - 4041
PY  - 2016
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2016.4037.4041
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2016.4037.4041
KW  - Brand equity
KW  -current purchase behavior of customer
KW  -future purchase behavior of customer
KW  -customers of high speed Internet in
KW  -Tehran Province
AB  - In recent era, there is a research gap in proposing a comprehensive model containing perceptual and cognitive variables simultaneously, suggesting how they are correlated and indicating how they are interacted in the path of a brand goal toachieve current and future purchases. In each business, its empowerment in attracting and maintaining customers is a critical issue. Customer attraction is for purchasing a product or brand and for maintaining and being loyal customers to purchase in the future. Loyal customers tend to more purchase, higher payment, higher trust to the organization, recommend the products or services to others and have more positive attitude which, in turn, help to business survival and profitability.
ER  -