Influence of social values and corporate responsibility in the production of dependency between consumers and products

Subject Areas : Social Science Quarterly

mohamadali abdolvand ¹ , nahid reyhani ² , kambiz heydarzadeh hanzaei ³ , mohsen khonsiyavash ⁴

1 - Associate Professor of Business Administration, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran
2 - Ph.D. Student, Department of Business Administration, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran.
3 - Associate Professor, Department of Business Administration, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran.
4 - Assistant Professor, Department of Mathematics and Statistics, Faculty of Management and Accounting, Azad University of Qazvin, Qazvin, Iran.

Received: 2018-07-17 Accepted : 2018-11-27 Published : 2019-02-20

Keywords: social sciences, social values, Corporate Social Responsibility, emotional relationships, brand and consumer relations, brand affiliation,

Abstract :

The present study aims to investigate and identify the factors affecting the production of dependency between consumers and brands in terms of both types of exchange and emotion. In this study, using quantitative methods and modeling structural equations among 864 students of city management Tehran has tried to identify the factors affecting the production of two types of relationships; the results show that many variables, such as brand image, brand attitude, brand defense, etc., have the same and similar effect in both types of relationships, in While variables like brand love, social values, effective advertising in corporate social responsibility, attention to the community Brand has profound effects on the production of emotional relationships between brand and consumer and does not play any role in the production of exchange relationships. The results of this research are important for companies and domestic producers, because they are concerned with the structures and approaches of social issues such as paying attention to responsibility Social, positive social values ​​and brand associations in their production and advertising structures can find long-term relationships between their products and Iranian consumers.