نتایج LRA حاکی از تأثیر معنادار انسان گرایی برند بر احتمال رفتار دوستانه مشتریان نسبت به برند افق کوروش بر اساس R2 مناسب Nagelkerke 0.535 است. همچنین، یافتهها حاکی از تأثیر عوامل تعیینکننده انسانسازی برند بر احتمال رفتار دوستانه مشتریان نسبت به برند فروشگاههای زنجیرهای افق کوروش بود.
Brand anthropomorphism has been found to enhance the consumers' ability to recognize the intrinsic value of brands. However, there is limited knowledge among human brand practitioners to achieve human indicators. The extant study aimed at examining the effect of brand anthropomorphism' determinants on the friendly behavior of buyers towards the brand.
Five determinants of brand design, product feature, brand personification, brand self-consistency (BSC), and brand advertising were examined in brand anthropomorphism by using the analytical-pragmatic technique. Moreover, the proposed framework was validated for a sample (n=546) by modeling the analytical-structural equation of confirmatory factor analysis. In the next step, the Logit model was developed to find the effect of brand anthropomorphism on the possible friendly behavior/indifference of customers towards the Ofogh Koorosh Brand by using logistic regression analysis (LRA).
Results of LRA indicated the significant effect of brand anthropomorphism on the likelihood of customers' friendly behavior towards the Ofogh Koorosh Brand based on the appropriate Nagelkerke R2 of 0.535. Furthermore, findings indicated the effect of determinants of brand anthropomorphism on the likelihood of customers' friendly behavior towards the brand of Ofogh Koorosh chain stores.
Ali Asghar Ruholamin
Master of Business Administration (MBA