Investigating the Effect of Cognitive Distortion on the Brand d Image (Case Study: the Customers of System Group Company)

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MORADI NEDA; Ghafari Mohammad

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2017 | Volume:12 | Issue:36 Page(s): 83-94

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Information Journal Paper

Title

Investigating the Effect of Cognitive Distortion on the Brand d Image (Case Study: the Customers of System Group Company)

Author(s)

MORADI NEDA | Ghafari Mohammad | Issue Writer Certificate

Keywords

BrandQ1

Brand ImageQ1

Cognitive Brand ImageQ2

Affective Brand ImageQ2

Conative Brand ImageQ2

Abstract

Creating a positive Brand image is one of the main goals of services organizations. This is why the creating a positive Brand image is considered as one of the most important research areas in Branding. On the other hand, several factors affect Brand image that cognitive distortion is one of the most important factors of them. Therefore, the present study aims to investigate the effect of cognitive distortions on the Brand image among the customers of system group. The present study is a practical and descriptive-survey research from perspectives of goal and research methodology respectively. The statistical population of this study includes the customers of system group, who visited the company, in the city of Isfahan in the third season of 2016, which equals to 1400. In order to determine the sample size, Morgan sampling table was used and 300 members were selected randomly. A researcher-developed questionnaire (including 18 items) was used for collecting the research data, whose reliability and validity have already been examined and confirmed. The results of this study revealed that cognitive distortions affect Brand image significantly. Another part of the results showed that cognitive distortions affect Brand cognitive, affective and conative images significantly.

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APA: Copy

MORADI, NEDA, & Ghafari, Mohammad. (2017). Investigating the Effect of Cognitive Distortion on the Brand d Image (Case Study: the Customers of System Group Company). JOURNAL OF MARKETING MANAGEMENT, 12(36 ), 83-94. SID. https://sid.ir/paper/218970/en

Vancouver: Copy

MORADI NEDA, Ghafari Mohammad. Investigating the Effect of Cognitive Distortion on the Brand d Image (Case Study: the Customers of System Group Company). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2017;12(36 ):83-94. Available from: https://sid.ir/paper/218970/en

IEEE: Copy

NEDA MORADI, and Mohammad Ghafari, “Investigating the Effect of Cognitive Distortion on the Brand d Image (Case Study: the Customers of System Group Company),” JOURNAL OF MARKETING MANAGEMENT, vol. 12, no. 36 , pp. 83–94, 2017, [Online]. Available: https://sid.ir/paper/218970/en

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