STUDY OF THE ROLE OF BRANDS ON CUSTOMER PURCHASE BEHAVIOR (CPB)

Fereydoun Omidi, Sahar Baratizadeh, Masoud Mazraeh

Abstract


Customer Purchase Behavior (CPB) and the use of a model to predict it are of the most important commercial goals of manufacturing, service and other organizations and of the most important factors in the formation of work and profitability. Thus, this study examined the factors affecting this component - the effect of the role of commercial brands on CPB. For this purpose, 385 people connected with trading and customers in this area (valid brands customers) of Tehran were selected through convenient sampling and completed the questionnaires. The findings indicated that the manufacturer and the intended organization brand credibility is affected by the CPB and its components, including attitude, social norms and purchasing returns, and the firm's or organization reputation is a strong predictor of CPB. Thus, brand names and their credibility play a crucial role in CPB.

 

Article visualizations:

Hit counter

DOI

Keywords


commercial credibility, consumers' consumption pattern, brand, buyers' attitude, buyers' behavior

References


Azar, A., Momeni, M. (2008), Statistics and Application in Management, Volume II, Tehran, SAMT publications.

Amirshahi, M.A., Mozhari, Sh. (2007). Examining the Nationality of Consumers in the Small Commerce Industry in Iran. Marketing Management Magazine, 2 (3): 87-72.

Hassanzadeh, Sh. Paryab, S.H. (2013). Identifying the Factors Affecting Motivation to Do Online Shopping in Iran, 7th National Conference and 1st International Conference on Trade and Electronic Economics, Tehran, Iran E-commerce Scientific Association.

Rafipour, F. (1999), Specific Research Methods in Social Sciences, Tehran, Publication, Fourth Edition.

Amir Shahi, M.A., Mazhari, Sh. (2007). The survey of the nationalism of consumers in the small appliance industry in Iran. Marketing Management Magazine, 2 (3): 87-72. (In Persian)

Azar, A., Momeni, M. (2008). Statistics and Application in Management, Volume II, Tehran, SAMT Publications. (In Persian)

Bhuiyan, N. (2011). A framework for successful new product development. Journal of Industrial Engineering and Management, 4(4), 746-770. http://dx.doi.org/10.3926/jiem.334.

Browning, C. J Int Relat Dev. (2016). Nation branding and development: poverty panacea or business as usual? 19: 50. doi:10.1057/jird.2014.14.

Chovanová, H.H., Korshunov, A. L., Babčanová, D. (2015). Impact of Brand on Consumer Behavior. Procedia Economics and Finance, 34:615-621

Cleave, E., Et al (2016). The role of place branding in local and regional economic development: bridging the gap between policy and practicality. Regional Studies, Regional Science, 3(1): 207-228.

Dennis, Charles. (2009). E-consumer behavior, European journal of Marketing, 43 (9/10): 1121-1139.

Federo, R., Carranza, A.S. (2016). Devising Strategic Plans to improve Organizational Performance of Intergovernmental Organizations. Global Policy, 8(2): 202-212.

Hassanzadeh, Sh., Parayeb, S.H. (2013). Identifying Effective Factors on Motivation to Do Online Shopping in Iran, 7th National Conference and 1st International Conference on Electronic Trade and Economics, Tehran, Iran E-commerce Scientific Association. (In Persian)

Henrique, E., Oliveira, S. (2015). Place branding in strategic spatial planning: A content analysis of development plans, strategic initiatives and policy documents for Portugal 2014-2020, Journal of Place Management and Development, 8(1): 23-50, https://doi.org/10.1108/JPMD-12-2014-0031

Homan, H. (2007). Educational and psychological measurements. 15 th ed. Tehran: Peyk Farhang.

Jie. L, Rui, D, Xueqi Yongbing, Li. (2016). Information revelation and customer decision-making process of repeat-bidding name-your-own-price auction. Decision Support Systems, 90: 46-55.

Maarten J. Gijsenberg, Harald J. Van Heerde and Peter C. Verhoef. (2015). Losses Loom Longer Than Gains: Modeling the Impact of Service Crises on Perceived Service Quality over Time. Journal of Marketing Research 52(5): 642-656.

MacInnis D. J., Folkes V. S. (2010). The disciplinary status of consumer behavior: A sociology of science perspective on key controversies. Journal of Consumer Research, 36, 899-914.

Martínez-Cañas, R., Ruiz-Palomino, P., Linuesa-Langreo, J., & Blázquez-Resino, J. J. (2016). Consumer Participation in Co-creation: An Enlightening Model of Causes and Effects Based on Ethical Values and Transcendent Motives. Frontiers in Psychology, 7, 793. http://doi.org/10.3389/fpsyg.2016.00793

Pike, A. (2013). Economic Geographies of Brands and Branding. Economic geography, 89(4): 317-339.

Rafi Pour, F. (1999). Special Techniques for Research in Social Sciences, Tehran, Publication, Fourth Edition. (In Persian)

Sivarajah, U., Irani, Z., Weerakkody, V. (2015). Evaluating the use and impact of Web 2.0 technologies in local government. Government Information Quarterly, 32(4): 473-487.

Solomon M. R. (2013). Consumer behavior: Buying, having, and being (10th ed.). Essex, England: Pearson Education.

Tong, X., & Hawley, J. M. (2009). Measuring customer‐based brand equity: Empirical evidence from the sportswear market in China. Journal of Product & Brand Management Jnl of Product & Brand Mgt, 18(4): 262-271.

Vyas, H. (2015). Packaging Design Elements and Users Perception: a context in fashion branding and communication. Journal of Applied Packaging Research, 7(2): 95-107.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Fereydoun Omidi, Sahar Baratizadeh, Masoud Mazraeh

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2015-2018. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing GroupAll rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.