Studying and Analyzing the Brand Social Power Bases in the Iranian Auto-Making Industry (Case Study: Iran khodro)
AbstractThe main purpose of the present research is to analyze and study bases of brands̛ social power in the auto-making industry as well as to provide an applied solution to increase the power of brands̛ social bases in this industry. This study in the terms of purpose is an applied research and in the terms of collecting the data and information is a descriptive research. As for the statistic population it should be noted that the statistic population of the research is composed of the staff in permitted agencies of Iran Khodros̛ Company in Khorram-Abad. Using the Morgan table, the sample volume of 48 persons was obtained and by the means of stratified-random sampling method, the questionnaires were distributed among them. To evaluate the variables of the brands ̛ s social power, a researcher-made questionnaire was extracted from the standard questionnaires covering the research items. It is worth noting that validity of the present questionnaire was confirmed using content validity method, and reliability of the questionnaire was ratified by the means of SPSS software cronbach̛ s alpha test. To study the research hypotheses, the factor analysis procedure along with Amos 18 software is used. Research results indicate that the Iran-Khodrơs brand does not have the ability to affect the customer’s behavior through coercive power or reward power. Moreover, the research results show that the Iran Khodrơ s brand can affect the customer’s behavior using its legitimacy along with the brand referent social power and expert social brand.
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