نوع مقاله : برگرفته از پایان نامه و رساله
نویسندگان
1 گروه مدیریت ، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران
2 گروه مدیریت، دانشکده علوم انسانی، دانشگاه ملایر، ملایر ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
This research was conducted to investigate the effect of the perception of brand authenticity on brand engagement and willingness to pay a premium for the Sahar food industry brand. The statistical population of this research included all customers of Sahar food industry products who used these products of this company at least once in the past year. The results showed that the validity of the perception of brand authenticity is related to brand engagement, the continuity of the perception of brand authenticity is directly related to the engagement with the brand, and the integrity of the perception of brand authenticity is related to brand engagement., the symbol of the perception of brand authenticity on brand engagement, the validity of the perception of brand authenticity on the willingness to pay a premium, the continuity of the perception of brand authenticity directly on the willingness to pay a premium, the integration of the perception of brand authenticity on the willingness to pay a premium, the symbol of the perception of Brand authenticity affects the willingness to pay a premium, brand engagement has an effect on willingness to pay a premium, perception of brand authenticity directly affects the willingness to pay a premium, and perception of brand authenticity has an effect on brand engagement, and blending with the variable brand influences the willingness to pay a premium. It explains, also the perception of brand authenticity affects the willingness to pay a premium indirectly and with the mediating role of engagement with the brand.
کلیدواژهها [English]
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