Analyzing the role of intimacy on consumer behavior of electronic products in Kermanshah province by considering the emotional and functional dimension of the brand

Document Type : Quantitative Research Paper


Assistant Professor, Faculty of Management, Payame Noor University, Tehran, Iran


Today, Nowadays, analyzing the behavior of consumers and being aware of what is going on in their minds is of great importance for proper behavioral orientation and offering products tailored to their needs and wants in marketing. Different companies market their products with different brands and try to attract positive feedback from customers and create a good place in their minds by creating intimacy and close bilateral relations. Accordingly, in the present study, an attempt has been made to study the role of intimacy and its impact on the behavior of buyers of electronic products (mobile phones, tablets and laptops). For this purpose, according to Cochran's formula, 384 customers who have purchased from electronics stores in Kermanshah have been randomly selected as a statistical sample. The present study is descriptive-causal method. Library and field studies have been used to collect data. Field data were collected using a questionnaire tool.
The results of this study show that the status of all research variables is favorable. Both the disclosure and the emotional dimension of intimacy are above average. Intimacy increases the intention to buy by having a positive effect on the emotional and functional dimension of the brand and ultimately leads to buying.