Evaluating the Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavorial Intentions

Recently, the concept of customer value has drawn increasing attention as a measure of business performance. Customer value focuses on consumer purchase decision making. Markets and companies need to understand consumer behavior becomes more than ever before.The present study tests a modified customer value theory in mobile cell companies. Some factors effectively stimulate the behavioral intentions. A survey was distributed to students at Islamic Azad University.The results show that three is a significant relationship between brand class and perceived quality. Perceived quality and customer value plus purchase intention has an indirect significant relationship between price and price fairness, and customer value and price, customer value and search intention.