Determinants of consumer attitudes on the evaluation of brand development Compact fluorescent lamp –CFLs in YAZD city

Brand development, corporate strategy for many years has been known for its success is dependent on theacceptance and assessment of consumers' brand development; consequently, the aim of this research was to study thefactors that affect consumer attitude development in Yazd city in 2014 is CFLs lamps brand products. The population ofthis research were consumers of CFLs lamp products in Yazd, The sample size was 171 patients To obtain a simplerandom sampling from an infinite population formula is used. Another tool is the data in a standard questionnaire;Cronbach's alpha coefficient was used for reliability.Also in this study for data collection, library and field methods have been used. Based on this study and applied researchon how to obtain the required data, type a descriptive and correlation research. Analysis of the questionnaire data, theinferential tests of the Kolmogorov–Smirnov test and SPSS & LISREL confirmatory factor analysis and structuralequation modeling in software packages used. Results indicate that brand experience, brand image, perceived brandrelevance, brand satisfaction, brand equity, brand trust and brand loyalty significantly influence the attitude consumersof brand development. Whereas the effect of the brand experience and brand satisfaction was higher relative to otherfactors.

کلیدواژه ها:

Brand ، Assess consumer attitudes ، brand development ، brand image ، brand equity