Investigating the Role of Consumer Psychological Motives on Customer Engagement, Attachment and Brand Loyalty (Case Study: Me Hypermarket Chain Stores in Tehran)

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Khademi Aliakbar; Farazandeh Hanieh; Golshani Abbas

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2020 | Volume:15 | Issue:48 Page(s): 47-64

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Information Journal Paper

Title

Investigating the Role of Consumer Psychological Motives on Customer Engagement, Attachment and Brand Loyalty (Case Study: Me Hypermarket Chain Stores in Tehran)

Author(s)

Khademi Aliakbar | Farazandeh Hanieh | Golshani Abbas | Issue Writer Certificate

Keywords

Consumer Psychological Motivations

Customer Engagement

Brand Attachment

Customer loyalty

Abstract

Creating lasting relationships in today's competitive environment can play a positive role in improving the performance of companies in such markets; if brands fail to succeed in this area, they will have less of a stake in today's markets. The purpose of this study is to investigate the impact of consumer psychological motivation (Brand Psychological Ownership, Value Congruity) through Customer Engagement and Brand Attachment on brand loyalty in customers of Hyper Me Chain Stores in Tehran. This study is practical in view of purpose and according to Collection data method is descriptive survey. The statistical population of this study is infinite population and include customers of Hyper Me Chain Stores in Tehran. The Sample size according to Cochran formula is obtained 384 with available sampling method. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used from structural equation analyze data and Smart PLS software. The result of research is showing that the Brand psychological ownership have significant effect on Value congruity. Value congruity have significant effect on Customer Brand engagement. Customer Brand engagement have significant effect on Brand Attachment. Customer Brand engagement have significant effect on Customer loyalty and Ultimately Brand Attachment have significant effect on Customer loyalty. The investigating Consumer Psychological motivation and increasing Customer Brand engagement can provide this subject that the customer know the product and service of Brand as part of self-actions and solutions than organization and product and this subject have key role in loyalty and Brand Attachment.

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APA: Copy

Khademi, Aliakbar, Farazandeh, Hanieh, & Golshani, Abbas. (2020). Investigating the Role of Consumer Psychological Motives on Customer Engagement, Attachment and Brand Loyalty (Case Study: Me Hypermarket Chain Stores in Tehran). JOURNAL OF MARKETING MANAGEMENT, 15(48 ), 47-64. SID. https://sid.ir/paper/953920/en

Vancouver: Copy

Khademi Aliakbar, Farazandeh Hanieh, Golshani Abbas. Investigating the Role of Consumer Psychological Motives on Customer Engagement, Attachment and Brand Loyalty (Case Study: Me Hypermarket Chain Stores in Tehran). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2020;15(48 ):47-64. Available from: https://sid.ir/paper/953920/en

IEEE: Copy

Aliakbar Khademi, Hanieh Farazandeh, and Abbas Golshani, “Investigating the Role of Consumer Psychological Motives on Customer Engagement, Attachment and Brand Loyalty (Case Study: Me Hypermarket Chain Stores in Tehran),” JOURNAL OF MARKETING MANAGEMENT, vol. 15, no. 48 , pp. 47–64, 2020, [Online]. Available: https://sid.ir/paper/953920/en

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