Relationships of Brand Awareness, Brand Association and Perceived Quality with Brand Loyalty and Repurchase Intention

Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. This study assessed the effect of brand awareness, brand association and perceived quality on brand loyalty and repurchase intention among consumers of fashion brands in Iran. The study applied a quantitative research design using a structured questionnaire. Four hypotheses were posited and to empirically test these hypotheses, a sample data set of 202 business students was used. The findings illustrated that brand awareness has a positive considerable impact on brand loyalty, brand association has a positive considerable impact on brand loyalty, product quality has a positive considerable impact on brand loyalty and brand loyalty exerts a considerable impact on purchase intention. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product from their purchase experience. As a result, brand loyalty and brand preference will increase and also purchase intention