The Effect of Brand Equity on Repurchase Intention by Mediatory of Perceived Value

Brand as the most valuable intangible asset of any companies has an important role in companies’ success and efficient communication with customer because of its excellent benefits. So creation and maintenance its appropriate situation in customers’ mind in order to effect on their decision making and purchase intention is one of the companies’ goals and priorities. This research investigates the effect of brand equity and its dimensions based on Aaker’s model (brand awareness, brand association, perceived quality, and brand loyalty) on perceived value and repurchase intention and mediator role of perceived value between 267 life insured in Saman insurance in Tehran. Research data are gathered by questionnaire with Reliability coefficient equal to 0.95. Exploratory factor analysis and correlation test are done on data by SPSS16 software and LISREL8.50 software is used to test measurement and structural models. The results show that brand equity has significant and positive effect on perceived value and repurchase intention. Perceived value has significant and positive effect on repurchase intention. Brand awareness and brand association do not have significant effect on perceived value and repurchase intention. Perceived quality has significant and positive effect on repurchase intention indirectly by mediatory of perceived value and finally brand loyalty is the only dimension that directly and indirectly by mediatory of perceived value has significant and positive effect on repurchase intention.