Investigating the effect of perceived social responsibility on brand reputation, brand identification and purchase intention (case of study: golestan company at Shiraz)
Current study has investigated the effects of perceived social responsibility on brand reputation, brand identification and purchase intention. This applied research falls into the category of descriptive / survey ones. All Golestan brand customers in Shiraz city are considered as statistical popula...
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2016-11-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_60624_7fe66c70abaf3d97255e63c2294b2015.pdf |
| _version_ | 1818898807707926528 |
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| author | Abolghasem Ebrahimi Sayyed Moslem Alavialavimoslem Elahe Pourmourdinii |
| author_facet | Abolghasem Ebrahimi Sayyed Moslem Alavialavimoslem Elahe Pourmourdinii |
| author_sort | Abolghasem Ebrahimi |
| collection | DOAJ |
| description | Current study has investigated the effects of perceived social responsibility on brand reputation, brand identification and purchase intention. This applied research falls into the category of descriptive / survey ones. All Golestan brand customers in Shiraz city are considered as statistical population. Among the population, using non-probability sampling method, 384 individuals selected. Validity of Questionnaire confirmed using two approaches including face and content approaches. Questionnaire reliability also tested with Cronbach's alpha (78%) and split half (70%) approaches. Results show that perceived social responsibility could effect on brand reputation and brand identification. On the other hand, the relationship between perceived social responsibility and intention to buy the brand is possible only through brand identification. Another finding revealed that price could moderate the relationship between brand identification and purchase intention. |
| first_indexed | 2024-12-19T19:37:57Z |
| format | Article |
| id | doaj.art-9a1fe0a7fdc7495aa96455a067c473a9 |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-12-19T19:37:57Z |
| publishDate | 2016-11-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-9a1fe0a7fdc7495aa96455a067c473a92022-12-21T20:08:21ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912016-11-018347950210.22059/jibm.2016.6062460624Investigating the effect of perceived social responsibility on brand reputation, brand identification and purchase intention (case of study: golestan company at Shiraz)Abolghasem Ebrahimi0Sayyed Moslem Alavialavimoslem1Elahe Pourmourdinii2Business Administration Faculty Member/Shiraz Universityدانشجوی دکتری مدیریت سیستم، دانشگاه شیراز، شیراز، ایراندانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران، ایرانCurrent study has investigated the effects of perceived social responsibility on brand reputation, brand identification and purchase intention. This applied research falls into the category of descriptive / survey ones. All Golestan brand customers in Shiraz city are considered as statistical population. Among the population, using non-probability sampling method, 384 individuals selected. Validity of Questionnaire confirmed using two approaches including face and content approaches. Questionnaire reliability also tested with Cronbach's alpha (78%) and split half (70%) approaches. Results show that perceived social responsibility could effect on brand reputation and brand identification. On the other hand, the relationship between perceived social responsibility and intention to buy the brand is possible only through brand identification. Another finding revealed that price could moderate the relationship between brand identification and purchase intention.https://jibm.ut.ac.ir/article_60624_7fe66c70abaf3d97255e63c2294b2015.pdfperceived social responsibilityBrand Reputationbrand identificationPurchase intention |
| spellingShingle | Abolghasem Ebrahimi Sayyed Moslem Alavialavimoslem Elahe Pourmourdinii Investigating the effect of perceived social responsibility on brand reputation, brand identification and purchase intention (case of study: golestan company at Shiraz) مدیریت بازرگانی perceived social responsibility Brand Reputation brand identification Purchase intention |
| title | Investigating the effect of perceived social responsibility on brand reputation, brand identification and purchase intention (case of study: golestan company at Shiraz) |
| title_full | Investigating the effect of perceived social responsibility on brand reputation, brand identification and purchase intention (case of study: golestan company at Shiraz) |
| title_fullStr | Investigating the effect of perceived social responsibility on brand reputation, brand identification and purchase intention (case of study: golestan company at Shiraz) |
| title_full_unstemmed | Investigating the effect of perceived social responsibility on brand reputation, brand identification and purchase intention (case of study: golestan company at Shiraz) |
| title_short | Investigating the effect of perceived social responsibility on brand reputation, brand identification and purchase intention (case of study: golestan company at Shiraz) |
| title_sort | investigating the effect of perceived social responsibility on brand reputation brand identification and purchase intention case of study golestan company at shiraz |
| topic | perceived social responsibility Brand Reputation brand identification Purchase intention |
| url | https://jibm.ut.ac.ir/article_60624_7fe66c70abaf3d97255e63c2294b2015.pdf |
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