INVESTIGATION THE EFFECT OF BRAND SOCIAL POWER DIMENSIONS ON PURCHASING DECISION BASED ON CUSTOMERS' SUBJECTIVE READINESS LEVELS

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HEIDARZADEH K.; ALVANI S.M.; GHALANDARI K.

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Journal: Journal of Management Future Research Year:2010 | Volume:21 | Issue:86 Page(s): 27-52

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Information Journal Paper

Title

INVESTIGATION THE EFFECT OF BRAND SOCIAL POWER DIMENSIONS ON PURCHASING DECISION BASED ON CUSTOMERS' SUBJECTIVE READINESS LEVELS

Author(s)

HEIDARZADEH K. | ALVANI S.M. | GHALANDARI K. | Issue Writer Certificate

Keywords

COERCIVE BRAND SOCIAL POWERQ3

REWARD BRAND SOCIAL POWERQ3

LEGITIMATE BRAND SOCIAL POWERQ3

REFERENT BRAND SOCIAL POWERQ3

EXPERT BRAND SOCIAL POWERQ3

CUSTOMERS SUBJECTIVE READINESS LEVELSQ3

ATTITUDE TOWARD THE BRANDQ2

PURCHASE INTENTIONQ2

BRAND FAMILIARITYQ3

Abstract

The value of a brand lies in its associations whit the specific mindset and perception of its use in context. In this research, brand social power is considered as the perception that customers have about brand specifications in the process of making purchasing decisions. Using French and Raven (1959) typology of social influence, five social power bases of brand are identified which correspond to their original power bases. Assuming the ability of brands to meet various social needs of customers, markets can be segmented, and the target segments can be identified on the basis of those needs. Therefore, referring to Hersey and Blanchard's situational leadership theory, the readiness levels of employees (follower) are generalized to the subjective readiness levels of customers in order to obtain a new indicator for market segmentation, so that, according to each level, we can focus on a single social power dimension in our market positioning strategies. This research aims to identify the effect of brand social dimensions based on subjective readiness levels on the purchasing decision of customers. In this survey-descriptive study using random classified sampling, information was obtained from 382 students using a valid and reliable questionnaire. Structural equation modeling based on partial least squares was used to analyze data and test of hypotheses. The results suggest that the effect of brand social power dimensions based on different levels of customer subjective readiness on purchasing decisions vary.

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APA: Copy

HEIDARZADEH, K., ALVANI, S.M., & GHALANDARI, K.. (2010). INVESTIGATION THE EFFECT OF BRAND SOCIAL POWER DIMENSIONS ON PURCHASING DECISION BASED ON CUSTOMERS' SUBJECTIVE READINESS LEVELS. JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), 21(86), 27-52. SID. https://sid.ir/paper/204131/en

Vancouver: Copy

HEIDARZADEH K., ALVANI S.M., GHALANDARI K.. INVESTIGATION THE EFFECT OF BRAND SOCIAL POWER DIMENSIONS ON PURCHASING DECISION BASED ON CUSTOMERS' SUBJECTIVE READINESS LEVELS. JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH)[Internet]. 2010;21(86):27-52. Available from: https://sid.ir/paper/204131/en

IEEE: Copy

K. HEIDARZADEH, S.M. ALVANI, and K. GHALANDARI, “INVESTIGATION THE EFFECT OF BRAND SOCIAL POWER DIMENSIONS ON PURCHASING DECISION BASED ON CUSTOMERS' SUBJECTIVE READINESS LEVELS,” JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), vol. 21, no. 86, pp. 27–52, 2010, [Online]. Available: https://sid.ir/paper/204131/en

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