Sataie Moghadam, Ladan, Kamran Kasraie, Mansour, The Investigation of the Relationship between Imagination from Brand's Suitability and Brand Preference Active Brand Detergent Consumers in Sanandaj City, ILSHS Volume 53, International Letters of Social and Humanistic Sciences (Volume 53)
    The current study want to determine the relationship between imagination of factional brand suitability and symbolic and trade name preference by Active brand detergent consumers. The population was consisted of all citizenship above 18 years old who live in Sanandaj city (423458 person). According to the study subject nature and studied population, it is used available sampling and 384 person completed the questionnaire based on the kokoran Formula. The study was done in a descriptive method of correlation type. Questionnaire was the information compilation tool that was distributed among respondents after estimating validity and perpetuity. Cronbach's Alph amount in questionnaire was 0/966 .Data were entered by spss20 software and data were analyzed by statistical Tests (spearman correlation coefficient). hypothesizes test results indicated that imagination variables of functional suitability and symbolic have relationship with Active brand preference by consumers. Consumers acquaintance with Active brand have positive relationship with functional and symbolic suitability imagination.
    Acquaintance with Brand, Brand, Brand Preference, Imagination from Brand's Suitability, Imagination from Symbolic Brand Suitability