Document Type : Original Article


1 University of Applied Science and Technology, Sarakhs, Iran

2 Department of Business Management, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran

3 Department of English Language, Hakim Nezami of Higher Education, Ghoochan, Iran


Consumer behavior, marketing is one of the branches of the elements such as psychology, marketing, economics is formed. Marketing managers and marketers can study consumer behavior and knowledge of their behavior before the purchase, during the purchase and after the purchase and the consumer decision process in order to satisfy customers and improve marketing and sales performance have a good. ،  , Brand equity can lead to product reputation, high quality products to inspire shoppers, very strong mental image of the product in the minds of customers and become one of the major assets.


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