Abstract

Although “Internet” has become a wide channel for commercial transactions, yet most people have different concerns in trading through this media, especially within developing countries. This research seeks to examine the final impact of brand name and sales promotion, as two powerful marketing strategies, on consumers’ online purchase intention, considering perceived quality, perceived value and store image as possible mediating variables affecting the decision making of consumers. For this purpose, two cell-phone brands (a well-known vs. to a less-known brand) were studied among 248 professors, employees and students from University of Tabriz, in IRAN. The required data was gathered by questionnaire and analyzed using SPSS and AMOS GRAPHICS soft-wares. The results indicate that online cell-phone stores in IRAN should respectively consider the importance of (1) strengthening their online store’s image, (2) managing advertisements and increasing public awareness toward their brand, (3) upgrading service quality and (4) providing effective promotions to attract consumers over time.

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