Investigating the role of brand mediation in relation to customer-specific brand equity dimensions with customer willingness to buy (Case study: Renault car buyers in Tehran)

Abstract

Brand credibility is one of the most valuable assets of any company. Banners that bring added value to customers can reach a special place in the minds of consumers. The present research studies the effect of brand equity on the intention to make purchasing decisions, taking into account the brand mediation variable. The present research is applied in terms of purpose, because it is used for solving a scientific problem and descriptive survey is descriptive. The statistical population of the study includes all Renault car customers in Tehran. In order to estimate the sample size, according to the Cochran formula, the sample size has been selected. Sampling method is also used for sampling because of the lack of access in the same conditions to the entire statistical society.