Investigating the Effect of Customer Brand Identification on Social Influence, Experimental Hedonic Value and Repurchase Intention by Explaining the Role of Antecedent Factors
Subject Areas :mahdi sabokro 1 , Sadegh Paydar 2 , Maryam Ahmadi Zahrani 3
1 - Associate Professor, Department of Management Sciences, Yazd University, Yazd, Iran.
2 - Master of Science Graduated Student, Department of Management Sciences, Yazd University, Yazd, Iran
3 - Assistant Professor, Department of Management Sciences, Yazd University, Yazd, Iran
Keywords: Customer Brand Identification, Social Influence, Experiential Hedonic Value, Repurchase Intention.,
Abstract :
Objective: The purpose of this study is to investigate the effect of customer brand identification on social influence, experimental hedonic value and repurchase intention by explaining the role of antecedent factors of students who own Apple mobile phones in Yazd University. Methodology: The method of the current research is a descriptive research of correlation type and applied in terms of purpose. The statistical population of this research includes students who own Apple brand phones in Yazd University, which was collected from 215 students using the rule of 5 times the number of parameters included in the questionnaire. Data collection tools were standard questionnaires. In order to analyze the data, structural equation method was used. Conclusion: The findings showed that Customer brand identification also has a significant effect on the C2C value co-creation and competitor brand hate. The C2C value co-creation and competitor brand hate also have significant and positive effects on customer social influence; experiential hedonic value and customer repurchase intention. Therefore, according to the results of the research, it was found that customer brand identification has a significant effect on repurchase intention, experiential hedonic value, and social influence is influenced by internal motivation, perceived quality, and brand self-expression, and by explaining the role of C2C value co-creation and competitor brand hate. Therefore, the main hypothesis of the research has been confirmed.
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