نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
گروه مدیریت بازرگانی،واحدیزد،دانشگاه آزاداسلامی،یزد،ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
The present study investigated the effect of brand reputation on brand advocacy among customers of non-Iranian luxury car brands, considering the mediating role of emotional attachment as well as the moderating role of customer experience and price perception. This research is applied in terms of purpose and quantitative-descriptive survey in terms of method. The statistical population consisted of 180 customers of non-Iranian luxury car brands in Yazd city, who responded to the questions of a questionnaire derived from reputable international studies using simple random probability sampling. Data analysis was performed using structural equation modeling with PLS software. The findings showed that brand reputation has a significant indirect effect on brand advocacy through increased emotional attachment, while the moderating role of brand experience and price perception was not confirmed. This finding indicates the predominance of emotional factors over economic and experiential factors in shaping brand advocacy among customers of non-Iranian luxury car brands.
کلیدواژهها English
