Azizi, Shahriar and Daei, Zahra
(2014)
A Model Of Factors’ Effects On Brand
Identification: Evidence From Iran.
Asian Academy of Management Journal (AAMJ), 19 (2).
pp. 1-17.
ISSN 1394-2603
Abstract
Social identification is essentially a perception of oneness with a group of persons. This
study designs a model that tests and identifies social factors affecting brand
identification. A convenience sample of 383 visitors to Ala Eddin Market (Mobile Market
in Tehran) was surveyed. A series of linear regressions to test the hypotheses were
completed using Path Analysis. The results showed that brand trust and brand
attractiveness have positive effects on brand identification. The results also revealed that
ideal self-congruity, brand distinctiveness and brand attractiveness have positive effects
on brand trust, which in turn indirectly influence brand identification. Ideal selfcongruity and brand distinctiveness also positively affect brand attractiveness, which
indirectly influence brand identification. However, the findings of the study indicate that
actual self-congruity has no significant effect on brand trust and brand attractiveness.
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