A SURVEY ON INTERACTIVE EFFECT OF BRAND IMAGE AND PERCEIVED QUALITY OF SERVICE ON EACH OTHER; (CASE STUDY: ETKA CHAIN STORES)

Abstract

This study intends to investigate impact of image of Etka brand as a private brand on perceived risk and purchase intention, where impact of perceived quality of service on Etka brand image would be further studied in this paper. Data of this study gathered using simple random sampling, mentioned the data was received from 300 private brand buyers in two branches of Etka chain stores throughout Tehran. To collect data, methods of library, field (questionnaire) and interview have been used, and the data was tested and examined using SPSS method. The results showed that there exists a significant relationship between image of Etka brands and customers’ purchase intention of Etka brands, and further there exists a negative significant relationship between image of Etka brands and perceived risk. Furthermore, there exists a positive significant relationship between Perceived quality of service and image of Etka brands;finally, it can deduce perceived risk and Perceived quality of service had not effect on Perceived quality of service and customers’ purchase intention of Etka brands, respectively.