Presenting a pattern of creating hope in the consumer to the brand (Case study: online retail)

Subject Areas : Waste Management

Mohamadali Taghizadeh ¹ , Dariush Jamshidi ² , Alireza Rost ³

1 - PhD student, Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Business Management Department, Khanj Branch, Islamic Azad University, Iran
3 - Assistant Professor, Department of Business Management, Faculty of Management, Kish International Branch, Islamic Azad University, Kish, Iran

Received: 2022-04-26 Accepted : 2022-08-15 Published : 2022-08-23

Keywords: Creating Hope, Consumer to Brand, Online Retail,

Abstract :

The aim of this study was to provide a pattern of consumer hope in the brand (Case study: online retail). The present study was conducted in a quantitative phase, using a descriptive survey method, for a statistical sample. The required data were collected by a researcher-made questionnaire by qualitative phase and the validity of this questionnaire was confirmed due to its usability in similar organizations and the reliability of this questionnaire was measured by Cronbach's alpha coefficient and combined reliability. The statistical population of the quantitative stage of the research includes online retail customers, whose number is unlimited. Simple / cluster random sampling method was used to select the appropriate research sample. In order to estimate the appropriate sample size, Morgan table was used, based on which, since the number of statistical population is unlimited, so the sample size was considered 384 subscribers using Morgan table, which are available by random sampling method. A cluster was selected. Data collection was used to analyze the data in the descriptive statistics section of SPSS software version 21 and in the inferential statistics section through structural equation modeling and PLS software. The results showed; The brand satisfaction component has the highest rank and the brand commitment component has the lowest rank. The components also include brand satisfaction, brand experience, brand trust, perceived value, brand love, and brand commitment in order of priority.