The role of brand equity on purchase intention of focusing on the self-centered level of the model of consumer psychology of brand

This research is performed to study the effective factors on brand equity and dimensions of, the self-centered level of the model of consumer psychology of brandon the intention of purchasing extension brand.Therefore, after theoretical background and literature review, three factors affecting brand equity and five components of the self-centered level of the model of consumer psychology of brand has identified and analyzed.This study is applied from the aspect of purpose and has a descriptive-survey nature. In order to gathering data, questionnaire was used. The research statistical population are customers in Yazd chain stores. In order to data analyzing and hypothesis testing, SPSS and VisualPLS were used.According to the results, Factors of brand equity and self-centered level of the model of consumer psychology of brand have a positive and significant relationship with purchase intention.