Investigating the effect of brand authenticity on customer self-image with the mediating role of brand social power

Document Type : Original Article

Authors

1 Associate Professor Department of management, Lorestan University, Khorramabad, Iran

2 Assistant professor,, Department of Management, Lorestan University, Khorramabad, Iran

3 PhD Student, Department of Management, Lorestan University, Khorramabad, Iran

4 Assistant professor, Department of Management, Iran Islamic Azad University KhoramAbad Branch, KhoramAbad, Iran.

10.48308/jbmp.2023.230012.1481

Abstract

Objective: In the clothing industry, many customers are looking for authentic brands and products due to the importance of a certain self-image, so the issue of brand authenticity and social power of a brand is one of the important issues for choosing a back brand. the present research aims to investigate the effect of brand authenticity on the self-image of intrtnal brand customers by explaining the mediating role of brand social power.
Method: In terms of method, this research is a descriptive survey. The statistical population of the research is the clothing industries of Lorestan, according to the output of G-Power software, there are 122 students of Lorestan University, who were customers and consumers of Zagros Posh and Borujerd textiles brand, as the sample size and with the method Available sampling was selected. The data collection tool in this research includes three questionnaires of brand authenticity, customer self-concept and brand social power.
Findings: Structural equation modeling and PLS software were used to analyze the hypotheses. The results of the hypotheses test showed that brand authenticity has a positive and significant effect on the customer's self-image. Also, the social power of the brand has a positive and significant effect on the customer's self-image.
Results: As a general result, it should be added that the products that match the characteristics of genuine brands in terms of customers' self-concept have a higher probability of being selected and used by the target customer community due to the presence of social power.

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History

  • Receive Date: 13 March 2023
  • Revise Date: 21 September 2023
  • Accept Date: 22 September 2023

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