Authors : Rouhollah Norouzi, Abdollah Norouzi and Kamal Ghalandari
Abstract: The purpose of this study focuses on the affect of brand trust on brand equity. More specifically, we examine the effect of overall satisfaction on brand trust and brand loyalty and also the effect of brand loyalty on brand equity. The questionnaire was used for measures set of constituent elements of the model. The subjects were 318students that were consumers of mobile phone in Tehran area. The pretest, which measured reliability, asked 47 consumers that they use mobile phone to answer questionnaires. SPSS data analysis indicated that the Cronbach’s α of the questionnaires was 0.91. Structural Equation Modeling (SEM) with Lisrel software was used for the data analysis. The results showed that overall satisfaction, brand reliability and brand intention influence brand loyalty. On the other hand brand loyalty had a significant effect on brand equity and also consumer overall satisfaction was considered as a factor influencing brand trust. Based on this finding, organizations should be able to create brand trust among their consumers so that they can establish their competitive advantage based on brand equity and become successful in today hypercompetitive market environment.
Rouhollah Norouzi, Abdollah Norouzi and Kamal Ghalandari, 2016. The Effect of Brand Reliability and Brand Intention on Brand Equity. International Business Management, 10: 3284-3289.