Determining the role of brand on the relationship between consumer culture and word-of-mouth advertising

Subject Areas : marketing

Fereydoun Omidi ¹ (Department of Business Management, Khoramshahr International Branch, Islamic Azad University, Khoramshahr, Iran)

Received: 2023-03-14 Accepted : 2023-04-29 Published : 2023-05-22

Keywords: Structural Equations, Consumer Culture, word-of-mouth advertising, brand name,

Abstract :

The purpose of this research is to determine the role of brand on the relationship between consumer culture and word-of-mouth advertising. The current research is applied in terms of purpose and descriptive in terms of survey type. The method of data collection was a survey and using a questionnaire tool, whose validity and reliability were confirmed. The collection of information is library and field, and for this purpose, a standard questionnaire was used to measure the variables. The statistical population of the research was the customers of medium and large stores in Khuzestan province, on the basis of which, a sample of 384 customers was obtained, including the indefinite population and according to Cochran's formula. The structural equation model has also been used to analyze the research data. The results obtained from the research showed that consumer culture has an effect on word-of-mouth advertising in medium and large stores. Consumer culture has an effect on the brand of medium and large stores. Brand influences the relationship between consumer culture and word-of-mouth advertising in medium and large stores.