Investigating the effect of assertiveness and self-esteem on customers' intention to repurchase through the mediation of jealousy and love for the brand and active interaction with the brand

Document Type : Original Article

Authors

1 Management, Economics and Accounting, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran

2 Department of Accounting, Faculty of Administrative and Economic Sciences, Khayyam University, Mashhad, Iran

3 PhD Student in Business Administration, School of Humanities, Islamic Azad University, Torbat-e-Heydariyeh Branch, Torbat-e-Heydariyeh, Iran

https://www.doi.org/10.34785/J021.2021.707

Abstract

the importance of emotional issues in customers' purchasing behavior, the aim of this study was to assess the personality traits of customers (assertiveness and self-esteem) on behavioral interactions, brand love and purchase intention. Among the important issues discussed in the behavior of consumers brand love and brand joules has been used in this study. This component plays a mediating and moderating role in the research model. This study is cross-functional and cross-sectional one of preceding studies and the survey was conducted. The population were buyer’s handsets (different brands) in the city of Mashhad. The population of uncertain size, according to Morgan table minimum sample size of 385 subjects who were selected by convenience sampling among buyers. Reviewing the literature and theoretical bases, assumptions and the model was developed. Data were collected using a questionnaire. Reliability using Cranach’s alpha and composite reliability and validity was assessed using convergent and divergent validity. To the hypothesis of the so-called structural equation modeling was used path analysis software pls. The results of this study showed that, under the brand of romantic jealousy, weakness moderator factor in creating customer engagement with the brand and also motivate him to buy the brand

Keywords

References

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Sports Marketing Studies
Volume 2, Issue 2 - Serial Number 6
September 2021
Pages 96-126

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