STUDY OF THE ROLE OF BRANDS ON CUSTOMER PURCHASE BEHAVIOR (CPB)

Customer Purchase Behavior (CPB) and the use of a model to predict it are of the most important commercial goals of manufacturing, service and other organizations and of the most important factors in the formation of work and profitability. Thus, this study examined the factors affecting this component - the effect of the role of commercial brands on CPB. For this purpose, 385 people connected with trading and customers in this area (valid brands customers) of Tehran were selected through convenient sampling and completed the questionnaires. The findings indicated that the manufacturer and the intended organization brand credibility is affected by the CPB and its components, including attitude, social norms and purchasing returns, and the firm's or organization reputation is a strong predictor of CPB. Thus, brand names and their credibility play a crucial role in CPB