摘要：Exceeding The level of competition in the retail industry and the increasing diversity of the companies that In recent years have been entered in this industry, Decision making and move towards improving the competitive position of company is one of the chain stores managers critical actions. Therefore knowing how different variables influence the willingness of customers to purchase can play an important role in their success. So this study aims to examine the impact of store brand price-image and retailer equity dimensions on ETKA chain stores customers purchase intention in Tehran. This study base goal is an applied research and According to the type of data collecting and investigating is a cross - correlation study. For data analyzing, structural equation modeling was used .The study population comprised all of the ETKA chain stores branches customers in Tehran. In this study, 388 questionnaires collected and were used in the analysis. The results show that store brand price-image has a significant positive impact on the purchase intention, awareness, quality and loyalty of customers. But there is no impact on association. Among the retailer equity dimensions, only association has no impact on purchase intention. But awareness, quality and loyalty have a positive and significant impact on purchase intention. Also this study shows that quality impacts on loyalty toward retailer.
关键词：Store brand price-image;retailer equity;purchase intention;ETKA chain store
