Analytical model of relationship between self-brand connection, Perceived corporate social responsibility and Digikala brand preference

Abbasi Esfanjani, Hossein; Basiri, Samira

doi:10.22051/bmr.2024.45809.2531

Analytical model of relationship between self-brand connection, Perceived corporate social responsibility and Digikala brand preference

Document Type : Research Paper

Authors

¹ Department of Business Administration, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran

² Master of Business Administration, Marketing trends, Payam Noor University, Tehran West

10.22051/bmr.2024.45809.2531

Abstract

This research has been done with the aim of analyzing the role of self-brand connection in the relationship between corporate social responsibility measures and its perception by customers on the priority of Digikala brand. The research is applied in terms of purpose and of nature and method is descriptive-survey. The statistical population of the research is the customers of Digikala online store in Tehran, and 384 people have been selected as a statistical sample using the available non-probability sampling method. The data needed to measure the variables were collected through field operations and through a standard questionnaire and hypothesis testing, as well as analyzing the relationship between the variables using the structural equation modeling method and smart pls software. The findings and results show that the understanding of the company's social responsibility directly explains 37.1 percent of the changes in the brand preference variable and indirectly through the mediating variable of self-brand connection by 42.4 percent. The percentage has an effect on the variable of brand preference. Knowing how customers perceive and respond to a company's social responsibility initiatives is valuable for both researchers and executives to gain competitive advantages among competitors.

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