Effect of Brand Identity and Brand Encounter on Consumer-Brand Identification with the Mediating Role of Brand Attractiveness

سال انتشار: 1397
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 423

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شناسه ملی سند علمی:

MANAGECONF03_179

تاریخ نمایه سازی: 21 بهمن 1397

چکیده مقاله:

In recent years, scholars have argued the emerging concept of consumer-brand identification, it s dimensions andexistential components. Therefore, the current study has done to investigate the effective factors of shaping the conceptof consumer-brand identification, brand identity, brand encounter and brand attractiveness based on a descriptivecorrelativestudy. The statistical population of this study included the customers of Mahan airline in Tehran. Thus, 230people were considered through random sampling. The data collection tool was a questionnaire of 21 parameters. Thevalidity of the questionnaire was confirmed by a construct and content validity. Moreover, the reliability of thequestionnaire was confirmed by Cronbach s alpha. Data analysis was done by using Amos version 21 software andstructural equation modelling as well. The results have shown although brand identity has not directly influenced onshaping the consumer-brand identification, it has led to consumer-brand identification through brand attractiveness.Furthermore, brand encounter both directly and indirectly (through brand attractiveness) has affected consumer-brandidentification.

نویسندگان

Mohammad Hassanabadi

Department of Management, Faculty of Humanity, Semnan Branch, Islamic Azad University, Semnan, Iran

Marjan Sadat Ala-Hashemi

Department of Management, Faculty of Humanity, Semnan Branch, Islamic Azad University, Semnan, Iran

Ehresham Rashidi

Department of Management, Faculty of Humanity, Semnan Branch, Islamic Azad University, Semnan, Iran