Presenting a model of structural equations, The effect of brand sensory experience on brand equity with emphasis on the mediating role of customer cognitive, emotional and behavioral attachment in cosmetic products
Subject Areas : Ethics and Islamic Education
Abolghasem
Gholamreza Tehrani
1
(دانشگاه آزاد اسلامی، قشم)
Houshang
Asadollah
2
(دانشگاه آزاد اسلامی، قشم)
Serajoddin
Mohebbi
3
(دانشگاه آزاد اسلامی، قشم)
Shahriar
Azizi
4
(دانشگاه آزاد اسلامی، قشم)
Keywords: brand sensory experience, brand equity, customer cognitive, emotional and behavioral attachment. ,
Abstract :
The purpose of this study is to provide a model of structural equations for the effect of brand sensory experience on brand equity with emphasis on the mediating role of customer cognitive, emotional and behavioral attachment in the cosmetics market. In the present study, a descriptive-survey method has been used. The statistical population of the study was the customers of cosmetic products in Greater Tehran who were selected by random cluster sampling. Based on Cochran's formula, 384 cosmetics customers in Tehran were selected as the statistical sample of the study. In the present study, the Hipula et al. (2017) questionnaire was used. Findings showed that brand sensory experience has a positive and significant effect on brand equity by emphasizing the mediating role of cognitive, emotional and behavioral attachment of the customer in the cosmetics market. The results showed that the proposed model has a good fit with the data of this study and can explain 50% of the variance of cognitive attachment, 40% of emotional attachment, 36% of behavioral attachment and 62% of the variance of brand equity.
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