The Effect of Social Capital for Choosing Brand of Consumer

Subject Areas : مدیریت

Mehrdad  Godarzvand Chegini ¹ (Professor, Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran)
Seyyed Hamed  Hashemi ² (Lecturer, Department of Management, Gilan Branch, Payam e Noor University, Gilan, Iran)
Mino  Yosefi ³ (Lecture., Department of Accounting, Masal Branch, Islamic Azad University, Masal, Iran)

Received: 2018-02-27 Accepted : 2018-02-27 Published : 2018-02-20

Keywords: Social capital, Structural Dimension, Brand Choice, Interactive Dimension, Functional Dimension,

Abstract :

One of the main problems that people as consumers of goods and services associated with it, the brand is the desired product or service. Taking advantage of social capital networks, each person can contribute to the choice and decision-making. The theoretical framework of research is theory of Wellman social capital network .The aim of this study was to evaluate the impact of social capital among consumers choosing brand Snowa brand is Snowa in Chalus. The research method is descriptive and standardized data collection tool. The study population consisted of all consumers home appliances brand in the city of Chalous Snowa are unlimited according to population size , using simple random sampling and the sample size of 228 was calculated .To analyze the data, structural equation SEM and AMOS software for structural equation modeling software is used SPSS21.The findings revealed that social capital influence on brand choice. It is recommended that Snowa brand in home appliances by using a special competitive advantage through culture , communication and social capital between buyers acquire , use and promote this strategy should be developed and implemented.