Volume 8, Issue 28 (3-2023)
3 2023, 8(28): 0-0 |
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Gholami Afshar M, Moradi Hazarvand E. The Impact of Consumer Associations with the Organization on Brand Loyalty: Considering the Role of Consumer Perception (Case Study: Tehran Tejarat Bank). 3 2023; 8 (28)
URL: http://jnraims.ir/article-1-304-en.html
URL: http://jnraims.ir/article-1-304-en.html
Master of business management, Department of Management, Tehran Markaz Branch, Islamic Azad University, Tehran,Iran
Abstract: (201 Views)
This research was conducted with the aim of investigating the impact of consumer associations with the organization on consumer perception in Tejarat Bank, Tehran. The current research was applied in terms of purpose, descriptive-correlation in nature and quantitative in terms of data type. The statistical population of the study was all the customers of Tejarat Bank in Tehran, which were unlimited in number, and based on Cochran's sample size formula in unlimited population mode and multi-stage cluster sampling method, 384 people were selected as the sample size. In order to collect data from the standard questionnaires of Brown and Dassin's (1997) and Choi and Park (2011) organization associations, Moon et al.'s (2015) organizational brand loyalty, and Choi and Park's (2011) personal and social consumer self-concept and Swayaminathan et al. (2017) was used. In this research, content and construct validity were used to calculate validity and Cronbach's alpha coefficient was used to calculate reliability, and the results indicated the validity and reliability of the research questionnaires. Data analysis was done in two parts: descriptive statistics (mean, standard deviation, etc.) and inferential (structural equation modeling) through Amos software. The findings showed that the consumer's association with the organization (association of social responsibility (0.71) and association of the organization's ability (0.63)) has a positive effect on consumer perception, consumer perception (individual perception (0.58) and social perception). (0.46) has a positive effect on brand loyalty, and consumer associations with the organization (association of social responsibility (0.326) and organization ability association (0.363)) with the role of consumer perception have a positive effect on brand loyalty. Finally, it can be said that the research model had a good fit.
Type of Study: Research |
Subject:
General
Received: 2023/02/26 | Accepted: 2023/03/1 | Published: 2023/03/1
Received: 2023/02/26 | Accepted: 2023/03/1 | Published: 2023/03/1
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