Provide a brand affiliation model based on brand experience with customers of shopping malls and malls

Subject Areas : Financial Economics

Hamed Asl Roosta ¹ , Abdollah Naami ² , Abdolhamid Hajipoor ³ , Ahmad Sardari ⁴

1 - Ph.D. student, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Business Management Department, Cultural Heritage Higher Education Center, Tehran, Iran.
4 - Department of Business Management, Shahed University, Tehran, Iran

Received: 2022-10-21 Accepted : 2022-12-21 Published : 2022-12-22

Keywords: Brand Attachment, Key word: grounded theory, shopping mall. mix method JEL Classification:,

Abstract :

AbstractToday, the concept of "brand dependence" in the marketing literature has been introduced to predict the desired changes in after-consumption behaviors of customers that strongly affect the behavior and intention to repurchase the brand. Brand experience, on the other hand, is a type of empirical marketing that involves a set of conditions that a company creates in order to influence customer sentiment toward a particular product or company name. Brand experience is the basis for predicting consumer behavior that has a positive effect on consumer satisfaction and consumer loyalty. Given that shopping malls and malls today have grown almost in large cities, this issue has become very important to create a pleasant brand experience and brand dependence in these malls. The present study seeks a conceptual model to explain the concept of customer experience management of brand dependence with a fundamental approach and the researcher has used a mixed approach. In this way, in the qualitative part of the data theory strategy and including open, axial, selective coding in order to achieve the research model model and in a quantitative part of the descriptive survey method and to test their proposed model of PLS ​​software Has used that the research results are presented in the form of an approved and fitted model, including 6 main dimensions and 32 sub dimensations.

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