BRAND HERITAGE EFFECT ON REPURCHASE INTENTION MEDIATES BY THE CUSTOMER PERCEIVED VALUE OF TEHRAN STEEL MARKET

The main objective of this research is to study the indirect effects of brand heritage on repurchase intention of mediatedby the customer perceived value. To achieve this objective, standardized questionnairewas released among retail Tehran steel market vendors, and finally 384 questionnaires were used in the analysis hypotheses. Confirmatory factor analysis (CFA) is a statistical technique used to verify the factor structure of a set of observedequation modeling techniques. Using two LISREL software, confirming or reject the hypotheses has been demonstrated. This research is surveybased on data collection and is correlational due to examine relationships between variables. The result of the study also indicated thatthe impact of commercial realized value, functional and social value was confirmed on the use intention. But the impact of symbolic and emotional value was not confirmed on the use intention this.