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The objective of the present research is evaluating the effect of the brand equity on the repurchase intention by mediation of the brand attractiveness and brand trust. The present research is applied and descriptive- survey. The population of this study include 188 staff of Iran insurance company in Hamedan city. The volume of sample considering the Morgan table equals to 127 people. The sampling method is simple random method. Data gathering tool is standard questionnaire. The conformity factor analysis method was used in order to validity examination. The Cronbach’s alpha was used for reliability evaluation LIZREL Software was used for date analysis of the structural equations modeling. the obtained results indicated that the brand equity, the brand attractiveness and brand trust have a positive and significant effect on the repurchase intention of Iran insurance company of Hamedan.

Investigation of the effect of the brand equity on the repurchase intention by mediation of the brand attractiveness and brand trust