Investigating the effect of nationalism on the willingness to buy domestic products during the embargo period

Subject Areas : Islamic Marketing

soheila zarinjoy alvar ¹ (Department of Managment, Abadan branch, Islamic Azad University, Abadan , Iran)
leila andervazh ² (Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran.)

Received: 2023-06-24 Accepted : 2023-09-11 Published : 2024-09-22

Keywords: Nationalism, domestic goods, embargo,

Abstract :

Objective/main question: Investigating the effect of nationalism on the willingness to buy domestic products during the embargo periodResearch method: In this research, 384 consumers of Snowa brand household appliances in Abadan were randomly selected using Cochran's formula as a statistical sample from an infinite population. The instrument of data collection was a questionnaire, which was used to verify its validity, using divergent-homogeneous face validity, and Cronbach's alpha was used for its reliability. To analyze the obtained data, descriptive statistical methods and structural equation methods were used in the inferential statistics department and through SPSS and LISREL software to perform statistical operations.Findings: Finally, brand nationalism and brand trust and brand love had a positive effect on domestic products. Also, the positive effect of the mediating role of brand name and trust and love for the brand on the tendency to buy domestic products was confirmed, but a negative relationship was identified between nationalism and the tendency to buy domestic products.