INVESTIGATING THE EFFECT OF ATTRACTIVENESS, EXPERIENCE AND CUSTOMER TRUST ON PURCHASE INTENTION WITH THE MEDIATION OF BRAND EQUITY OF IRANIAN CARS IN IRAQ
Main Article Content
Abstract
Over time, the expectations of customers have exceeded the ability of companies to create innovative experiences, and this delay and inability to respond to customers' needs means the failure of companies to quickly adapt to environmental changes. On the other hand, customers also compare their satisfaction with every purchase and relationship with companies with their level of satisfaction with interactions with top companies. In the meantime, the top companies in each field are more active than ever and are looking for ways to differentiate and overtake their competitors. Therefore, the purpose of this research is to investigate the effect of attractiveness, experience and customer trust on purchase intention with the mediation of brand equity of Iranian cars in Iraq. The research method is practical in terms of the purpose and descriptive and survey in terms of the method. The statistical population includes all the buyers of Iranian cars in Iraq, and it is not possible to obtain an exact volume of them, therefore, the statistical population of customers is of the type of unknown statistical population, and in order to determine the sample size, Cochran's formula was used, which suggested the number of 384 people. The data collection tool for measuring the variables was Klaus Questionnaire (2020). In the inferential statistics method, using spss software, in each of the hypotheses, the normality of the data was first ensured. Then, the relationship between the variables was analyzed with structural equation method and PLS Smart software, the findings showed that attractiveness, experience, and customer trust have a positive and significant effect on purchase intention through the mediaton of brand equity of Iranian cars in Iraq.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Abraham, the Savior, the Holy, the Everlasting (2019). Analysis of the Effect of Signaling on Organizational Attractiveness for Applicant; Explaining the Role of Attitude and Identity Finding of Applicant. Human Resource Management Research, Vol. 11, No. 4, pp. 14, pp. 38.
Taghipourian, M.J., Kasiri, S. and Shakiba, A.(2020)" The Effect of Social Factors on Customer Purchase Intentions in Social Networks through Vendor and Product Trust", Marketing Management, Vol. 15, No. 48, pp. 33-45.
Psalm 140:14 The Effect of Brand Country of Origin Mental Image on Brand Specific Value Formation Resulting in Brand Trust in Sport Industry (Case Study: Shiraz City). Journal of Sport Marketing Studies , Vol. 2, No. 1.
Rahimnia, Fariborz, Fatemi, Seyedeh Zohreh. (2016). Effect of customer-based brand equity on brand image among 5-star hotels in Khorasan Razavi province. International Conference on Brand Management, p. 13.
Rahimi Aghdam, S., Fazlzadeh, A. & Ebrahimi Aghdam, N. (2020) The Effect of Assurance Strategies on Online Shopping Intention with the Mediating Role of Trust in Analytical Stores", Smart Exebokar Management Studies, Vol. 8, No. 32, pp. 117-146.
Mohammad, Mahmud, Naeili, Maryam. (2019). Analysis of customer experience and its place in marketing literature, Business reviews, 17(1), 85.
Abert, M; Lunderøy, M.J; Radmacher, C. (2019). New ventures in the age of digital media technologies – a qualitative study of influencer entrepreneurs. Nord universitet, p18.
Aggrawal, N., Arora, A., Anand, A. and Irshad, M.S. (2018), “View-count based modeling for YouTube videos and weighted criteria–based ranking”, in Ram, M. and Davim, J.P. (Eds), Advanced Mathematical Techniques in Engineering Sciences, CRC Press, Boca Raton, FL, pp. 149-160.
Al Koliby, Ibraheem Saleh; Abdul Rahman, Maria.(2020). Influence Dimensions of Brand Equity on Purchase Intention Toward Smartphone in Malaysia. Department of Marketing the School of Business Management, Vol 6, No 1, p19.
Arora, A; Bansal, S; Kandpal, C; Aswani, R. and Dwivedi, Y.(2019). Measuring social media influencer index- insights from facebook, twitter and Instagram. Journal of Retailing and Consumer Services, Vol. 49, pp. 86-101.
Arous, I; Yang, J; Khayati, M; Cudré-Mauroux, P.(2020). OpenCrowd: a human-AI collaborative approach for finding social influencers via open-ended answers aggregation. Proceedings of The Web Conference 2020, Taipei, ACM, New York, NY, pp. 1851-1862.
Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management, 28(5), 884- 913.
Ki, C.W.C; Kim, Y.K. (2019). The mechanism by which social media influencers persuade consumers: the role of consumers’ desire to mimic. Psychology & Marketing, Vol. 36 No. 10, pp. 905-922.
Klaus, Peter.(2020). Attractiveness, trustworthiness and expertise – social influencers’ winning formula?. Journal of Product & Brand Management,p19.
Lin, H.C; Bruning, P.F. and Swarna, H. (2018).Using online opinion leaders to promote the hedonic and utilitarian value of products and services.Business Horizons, Vol. 61 No. 3, pp. 431-442.
Mersid, POTURAK; SOFTIĆ, Sumeja.(2019). Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity. Eurasian Journal of Business and Economics,12(23),pp 17-43.
Roy , R; Rabbanee , F; Sharma , P. (2016).Antecedents, outcomes, and mediating role of internal reference prices in pay-what-you-want (PWYW) pricing. Marketing Intelligence & Planning, p: 34.