Impact of Brand Equity on the Relationship between Industrial Buyers and Suppliers (Case study: Iran Insurance Company)

Brands are important in consumer market. They are intermediaries between consumers and companies. But obtaining industrial brands for niche marketing has been very slow. Providers of products and services in the industrial markets to remain competitive, they must try to gain competitive advantage through brand equity. The purpose of this study is impact of brand equity on the relationship between industrial buyers and suppliers that means which factors affecting the influence of brand equity on transaction performance in insurance industry. Model variables include supplier competence, purchasing value, buyer satisfaction, switching cost, brand trust and loyalty, relationship quality, commitment and transaction performance. The statistics community of this research are all corporation (legal) that using Insurance of Iran. The aim of survey method and the method of data collection is descriptive-analytical and casual. Data was collected by questionnaire. The results show that supplier's competence directly affects customer satisfaction and through purchasing value – buyer satisfaction– Brand trust -Brand loyalty – relationship quality and commitment indirectly affects the transaction performance.