The Mediating Role of Brand Authenticity in Strengthening the Relationship between Brand Experience and Affective Commitment: An Exploratory Study of the Opinions of a Sample of Smartphone Brand Customers
| المصدر: | مجلة القادسية للعلوم الإدارية والاقتصادية |
|---|---|
| الناشر: | جامعة القادسية - كلية الادارة والاقتصاد |
| المؤلف الرئيسي: | Abdul-Rasool, Hussein Ali (Author) |
| مؤلفين آخرين: | Jabbar, Aula Talib (Co-Author) |
| المجلد/العدد: | مج25, ع2 |
| محكمة: | نعم |
| الدولة: |
العراق |
| التاريخ الميلادي: |
2023
|
| الصفحات: | 35 - 49 |
| ISSN: |
1816-9171 |
| رقم MD: | 1398910 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Brand Experience | Affective Commitment | Brand Authenticity
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
This study aims to invest the mediating role of brand authenticity through its (continuity, integrity, reliability/credibility, and symbolism) in strengthening the relationship between the brand experience (Affective experience, behavioral experience, cognitive experience, sensory experience) and Affective commitment. The study's central question is whether there is a significant influence relationship between the brand experience in Affective commitment, and three main hypotheses have been developed, and several hypotheses branch out from them to measure the level of association and influence by analyzing the relationship between these variables. The current study attempts to achieve a primary goal based on the interpretation of factors affecting the relationship between brand experience, Affective commitment, and brand authenticity Customers of smartphone brands were selected in the field for the study to test their hypotheses. The questionnaire form was adopted as a primary tool in collecting data related to the field side of the study. The sample size was (284) customers of smartphone brands, using statistical software such as (SPSS.V.24); several conclusions were reached, the most important of which is that brand authenticity has a role in enhancing the relationship between brand experience and Affective commitment. The study concluded with a set of recommendations, The most important of which is the need to form Affective bonds by linking the functional feature of the sign as a crucial Affective need that stimulates the functional need, which requires conducting more studies and personal interviews with customers to show their true Affective feelings. |
|---|---|
| ISSN: |
1816-9171 |
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