THE DIFFERENTIAL ROLES OF BRAND CREDIBILITY AND BRAND PRESTIGE IN THE CUSTOMERS' PURCHASE INTENTION

Abstract

Increasing number of suppliers of dairy products is caused the variety and complexity of tend to buying by customers, in addition to the competitive market in dairy industry and many advertising dairy products has created to do research about studying consumer behavior. This study assessed the relationship between the components of credibility and prestige of the brand and customers tend to buy the dairy market in Kermanshah, Statistical society was the consumers who consume dairy products in Kermanshah province in the first half of 2012. Sample statistical is 200 consumers from two plants in Kermanshah. To collect information is used questionnaire and for test hypotheses is used the Pearson test. Results of statistical analysis indicate that the brand credibility and brand prestige has effect on customers purchase intention through loyalty, perceived quality, information costs saved and perceived risk as negative and positive affect.