The Relationship between Brand Equity, Brand Preference and Purchase Intention

This research attempts to investigate the relationship between brand equity and consumer behaviors. In today's competitive world, where the consumers are met with a wide range of products made in different countries, companies should further try to identify the items of customers’ trends towards products to encourage customers to pick and purchase the product. To accomplish these, a conceptual framework was designed, and relationships among its constructs (Brand equity and the consumer behavior including the purchase intention) is investigated. Correlational Questionnaires were distributed with the simple, convenient method from students of science and research Azad University with 385. Data were analyzed based on LISREL The result indicates that there is a relationship between brand equity and purchase intention and brand preferenc