African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4094

Full Length Research Paper

The effective factors related with feelings, brand perception and purchase decision under a model

  Tooraj Sadeghi*, Khadijeh Ghaemmaghami Tabrizi and Asieh Noroozi    
  Department of Business Management, Islamic Azad University, Neyshabur Branch, Pajohesh Avenue,  Zip code: 9319613668, Neyshabur, Khorasan Razavi, Iran.  
Email: [email protected]

  •  Accepted: 26 August 2011
  •  Published: 30 November 2011

Abstract

 

Nowadays, development of perfume from a luxurious item to a fashionable one due to different brands which are launched to the market selection is harder for customers. Also, the tremendous cost of companies to enter the market, studying and recognizing target groups and their preferences play an important role in positioning and decreasing the cost of perfume failure. Although various researches have been done in the field of cosmetics and beauty industries; the present research is the first one in the field of perfume in Iran. The goal of this research is toexamine the effect of feelings and brand perceptions in purchasing of the same-name fragrances and the rate of familiarity with this concept of perfume. This study attempts to review the effective factors related with feelings, brand perception and purchase decision under a model. The results show that there is a direct significant relationship between the product feature and feeling during purchase. There is a direct significant relationship between the promotion and feeling during purchaseand finally, there is a direct significant relationship between the brand perception andpurchase intention.

 

Key words: Same name fragrances, feelings during purchase, brand perception, purchase intention, brand.