The Impact of Brand Equity of Central Union of Agricultural and Rural Cooperatives on their Resonance with its Website from the Customer's Perspectives

This research studied the main factors of brand equity on brand resonance of customers by using Keller's brand equity model on the website of the Central Union of Agricultural and Rural Cooperatives in Iran. Simple random sampling was used to select 384 customer of Iran Central Union of rural and agricultural cooperatives, whom at least once used the website of this company. The method for gathering data and information was according to the field study, research design was descriptive – survey. The device for gathering data was a researcher made questionnaire. For data analysis, Spearman correlation coefficient was performed to test the hypotheses and path analysis was implemented to examine the effects of each of the dimensions of brand equity on resonance by Lisrel software. The results showed that the perceived brand performance had positive effect on costumers brand judgment and also brand image and both of them had positive effects on brand resonance, meanwhile the brand image variable had positive effect on the brand judgment of the website.