Exploring the Company Reputation and Customers’ Consumption Values on the Customers’ Perception of Brand (Case Study: Iran Khodro Co.)

Subject Areas : مدیریت

Alireza Motameni ¹ , Hadi Moradi ² , Amin Hemmati ³

1 - دانشیار دانشکده مدیریت، دانشگاه شهید بهشتی، تهران، ایران
2 - کارشناسی ارشد مدیریت، دانشگاه سمنان، سمنان،ایران
3 - کارشناسی ارشد مدیریت، دانشگاه سمنان، سمنان، ایران(عهده دار مکاتبات)

Received: 2014-02-12 Accepted : 2014-06-04 Published : 2014-11-22

Keywords: Corporate Reputation, Consumption Values, Brand Choice, Iran Khodro Co,

Abstract :

The Importance of brand and its impact on products and services selling are increasingly growing. Thus this study considers the main factors affecting consumers’ brand choice from behavioral perspective. In this regard, to determine the effective consumption values as well as relationship between corporate reputation and consumer consumption values the theory of consumption values is used. In order to collect the required data, questionnaire was used. Sample was selected among the car owners of IRAN KKODRO Co. in Tehran. Data analysis with use of exploratory factor analysis, discriminate analysis and structural equation modeling has been done. Results suggest that consumption values influence brand choice and through this prediction of customers’ brand choice is possible. Success rate of this model in predicting consumers correct brand choice behavior was %54.5. Also, SEM result showed that the corporate reputation effect on consumers’ consumption values is significant.