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Title
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بررسي تأثير اخلاق ادراك شده برند بر وفاداري برند از طريق متغيرهاي ميانجي تأثير برند، اعتماد برند و شهرت برند( موردمطالعه :همراه اول)
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Type
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Thesis
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Keywords
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: brand loyalty, perceived brand ethicality, brand affect, brand trust, brand reputation
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Abstract
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Background: Today, the brand is an strategic requirement for organizations that help them to
create more value for customers and create lasting competitive advantages. Creating an strong
brand in the market is a mane goal of many organizations. Because an strong brand can increase
customers’ loyalty when purchasing goods and services and help them better understand intangible
factors. Perceived brand ethicality is one of the factors that increase brand loyalty. Brand perceived
ethicality reflects customers' perceptions of the ethical extent of an organization's performance,
compliance with legal and social rules and norms, and the consideration of social and ethical
responsibilities.
Aim: The purpose of this study is to investigate the impact of perceived brand ethicality on brand
loyalty through mediating variables of brand affect, brand trust and brand reputation in the
Hamrahe Avval operator.
Methodology: This study is a descriptive and correlational one in terms of applied research and
in terms of data collection. The statistical population of the study consists of users of the Hamrahe
Avval operator services. And Non-random sampling is available. A total of 385 samples were
analyzed. The data collection tool was a questionnaire whose validity and reliability were
confirmed.
Conclusions: The findings showed that perceived brand ethicality had a positive and significant
effect on brand loyalty, brand affect, brand reputation and brand trust. Also, brand affect impact
on brand reputation and brand reputation have positive and significant effect on brand trust. But
brand affect has no significant effect on brand trust.
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Researchers
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Fakhrieh Hamidianpour (Primary advisor) , Majid Esmaeilpour (Advisor)
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