Investigating the Effect of Brand Authenticity on the Importance of Brand and the Desire to Buy (Case Study: ADIDAS Brand)
The intention to buy is one of the stages of buying decision for the consumer. Part of this behavior is the type of brand perception. The purpose of this research was to investigate the effect of Brand Authenticity on brand importance from the perspective of consumers and eventually its intention to purchase a product. The focus of this study is Adidas brand customers in 2017 in Tehran. The research method in this applied research is descriptive-correlational. The main tool for collecting data is a valid questionnaire. Validity of the questionnaire was evaluated using experts' opinions and its reliability was assessed using Cronbach's alpha test. In order to investigate the research hypotheses, the path analysis method has been used using structural equation technique and Amos software. The results show that customer perception of brand origin has a positive and significant impact on different dimensions of brand value (brand awareness, brand image and perceived quality). The analysis of structural equations shows the fit and proper fit of the research pattern. The results emphasize that the custodians of the research community (Adidas brand customers) must focus on the brand's prominence and reputation in their advertising channels in order to increase their intent to buy customers and increase their brand importance.
Brand Originality, Brand Equity, Perceived Quality, Customer Loyalty, Purchase Intention
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