INVESTIGATING BRAND'S SOCIAL POWER BASE EFFECTS ON PURCHASE BEHAVIOR: MEDIATING ROLE OF CONSUMER'S PRODUCT COGNITIVE ENGAGEMENT LEVEL

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SAEDI ABDOLLAH; MOUSAVI NAJMALDIN

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Journal: Management Research in Iran Year:2017 | Volume:21 | Issue:3 Page(s): 217-241

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Information Journal Paper

Title

INVESTIGATING BRAND'S SOCIAL POWER BASE EFFECTS ON PURCHASE BEHAVIOR: MEDIATING ROLE OF CONSUMER'S PRODUCT COGNITIVE ENGAGEMENT LEVEL

Author(s)

SAEDI ABDOLLAH | MOUSAVI NAJMALDIN | Issue Writer Certificate

Keywords

BRAND SOCIAL POWER BASEQ1

PURCHASE BEHAVIORQ1

COGNITIVE ENGAGEMENT LEVELQ1

Abstract

Increasing expansion of competition among commercial companies and variations relate to increase or decrease in the market share, brings a scientific look at all marketing functions forward. One of the most important marketing activities is attention to why and how customers' behaviors are created. The present research's objective is to determine effects of the brand's social power base on the PURCHASE BEHAVIOR mediated by level of consumerProduct involvement. Statistical society of the research includes costumers of Iran-Khodro company agencies in khorramabad city. Due to infinite volume of statistical population, a sample of 384 subjects were chosen using Cochran formula and available sampling method. validity and reliability of the questionnaire were confirmed using content-creditability method and cronbach-alfa respectively. To examine and test hypotheses, the structural equation modeling approach and Amos software were used. The research finding indicate that at %5 error level , the bases of the brand's social power have a significant positive effect on the PURCHASE BEHAVIOR and cognitive engagements of the consumers product. In addition, it can be stated that at the error level of %5, the product's cognitive engagement has a mediator role in the effects of the brand's social power bases on the PURCHASE BEHAVIOR.

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APA: Copy

SAEDI, ABDOLLAH, & MOUSAVI, NAJMALDIN. (2017). INVESTIGATING BRAND'S SOCIAL POWER BASE EFFECTS ON PURCHASE BEHAVIOR: MEDIATING ROLE OF CONSUMER'S PRODUCT COGNITIVE ENGAGEMENT LEVEL. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 21(3 ), 217-241. SID. https://sid.ir/paper/395850/en

Vancouver: Copy

SAEDI ABDOLLAH, MOUSAVI NAJMALDIN. INVESTIGATING BRAND'S SOCIAL POWER BASE EFFECTS ON PURCHASE BEHAVIOR: MEDIATING ROLE OF CONSUMER'S PRODUCT COGNITIVE ENGAGEMENT LEVEL. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2017;21(3 ):217-241. Available from: https://sid.ir/paper/395850/en

IEEE: Copy

ABDOLLAH SAEDI, and NAJMALDIN MOUSAVI, “INVESTIGATING BRAND'S SOCIAL POWER BASE EFFECTS ON PURCHASE BEHAVIOR: MEDIATING ROLE OF CONSUMER'S PRODUCT COGNITIVE ENGAGEMENT LEVEL,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 21, no. 3 , pp. 217–241, 2017, [Online]. Available: https://sid.ir/paper/395850/en

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