The impact of brand equity on buyer behavior reactions of academic books: the mediating role of trust and brand identity (case study: SAMT publications)

Objective: This study examines the impact of brand equity on buyer behavior responses mediated through brand identity and brand trust In the SAMT institute publications.
This study examines the impact of brand equity on academic book buyer behavior responses mediated through brand identity and brand trust on the SAMT publishing.
Method: The aim of this study in the field of applied research and the method of data collection, research is descriptive survey. The study population included all students in human Sciences in Mashhad’s universities, which deals with the classification sampling proportional to population size, the number of 400 questionnaires distributed among them and finally, 384 questionnaires were collected and analyzed. The collected data were analyzed by LISREL software.
Findings: The results showed that the brand equity of Behavioral buyers academic book publishing through the mediation of confidence and effective brand identity. It was also found that brand equity affects trust and brand identity. Trust also affects buyers’ behavioral responses, but the impact of brand identity on buyers’ behavioral responses was not verified.
Originality / value: Branding the in publishing industry is something that can be released in a competitive environment, resulting in improved business performance. SAMT publisher due to its familiarity among the academic community and industry have a long tradition in the field of publishing, has been able to produce a good place to find books in the humanities and especially management.