The Impact of Dimension of Brand Special Value on Repurchase Intention of Car Body Insurance Policyholders(Case of Study: Alborz Insurance Company)

The purpose of this research is awareness from type of the impact of dimension of brand special value onrepurchase intention of car body insurance policyholders of Alborz Insurance Company , that main problemof this research is also designed. The method of data collection in this research is descriptive and a kind ofcorrelational. The population of this research includes car body insurance customers of Alborz insurance inbranches of Tehran that their number is unlimited. In this research the two-stage cluster sampling method isused and volume of sample is determined 385 persons through the Chochran formula.The information collection instruments is questionnaire. For gathering information used from two methods,library and field and For confirming the anecdotal from the anecdotal content method is used.Questionnaire reliability coefficient confirmed by Spss software by using the Cronbach's alpha test.Information and data that collected through questionnaire, with the help of spss statistical software toexamine the descriptive statistics test able demographic characteristics and then the case of statisticaltests are with Cronbach's alpha (reliability measure), K-S (to normality distribution of the data), an averageof a society and Binomial test. The results showed that the dimensions of brand special value(Perceived quality, awareness of the brand name, brand associations and brand loyalty) on repurchaseintention of car body insurance policyholders of Alborz insurance company have significant impact.Brand affect in the service item.

کلیدواژه ها:

brand special value ، Perceived quality ، brand association ، brand loyalty ، repurchase intention