نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران
2 دانشیار دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The present study examines the impact of the perceived Corporate Social Responsibility on brand Evangelism through the mediating variables of brand identity and brand love. The statistical population of this research is the students of Shahid Beheshti University and the brand under study is Samsung mobile phone. For this purpose, 398 standard questionnaires were collected through non-random sampling. The reliability of the questionnaire was evaluated through the calculation of Cronbach's alpha coefficient and its validity through confirmatory factor analysis. Data analysis was carried out in two parts: descriptive and inferential statistics. To test the hypotheses, structural equation modeling was used with the correlation or covariance matrix analysis approach with the help of LISREL 8.8 software. The results of the hypothesis test showed a positive and significant effect of the perceived Corporate Social Responsibility on brand identity and brand love. Also, brand identity and brand love had a positive and significant effect on brand Evangelism. Finally, brand identity had a positive and significant effect on brand love.
کلیدواژهها [English]
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