Effect of Brand Identity and Brand Encounter on Consumer-Brand Identification with the Mediating Role of Brand Attractiveness
- سال انتشار: 1397
- محل انتشار: سومین کنفرانس بین المللی مدیریت، حسابداری و حسابرسی پویا
- کد COI اختصاصی: MANAGECONF03_179
- زبان مقاله: انگلیسی
- تعداد مشاهده: 473
نویسندگان
Department of Management, Faculty of Humanity, Semnan Branch, Islamic Azad University, Semnan, Iran
Department of Management, Faculty of Humanity, Semnan Branch, Islamic Azad University, Semnan, Iran
Department of Management, Faculty of Humanity, Semnan Branch, Islamic Azad University, Semnan, Iran
چکیده
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.کلیدواژه ها
Brand Identity, Brand Encounter, Consumer-Brand Identification, Brand Attractivenessمقالات مرتبط جدید
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