摘要：There are many evidences to believe that customers select their products based on brand name. Products also maintain their own characteristics, which make them differentiable from others. In this paper, we present an empirical study to determine important factors influencing customers' purchasing intend for cellular phones in capital city of Iran, Tehran. The proposed study of this paper designs a questionnaire consists of 16 questions and distribute them among 428 people. The results of the study show that there are some positive relationships between exclusive name and quality perception, between exclusive name and word of mouth advertisement, between quality perception and fidelity, between word of mouth advertisement and brand name and between brand name image and brand name.
关键词：Perception quality; Word of mouth advertisement; Brand image; Mobile industry
