Management Research in Iran

Abstract Increasing expansion of competition among commercial companies and variations relate to increase or decrease in the market share, brings a scientific look at all marketing functions forward. One of the most important marketing activities is attention to why and how customers' behaviors are created. The present research's objective is to determine effects of the brand's social power base on the purchase behavior mediated by level of consumerProduct involvement. Statistical society of the research includes costumers of Iran-Khodro company agencies in khorramabad city. Due to infinite volume of statistical population, a sample of 384 subjects were chosen using Cochran formula and available sampling method. validity and reliability of the questionnaire  were confirmed using content-creditability method and cronbach-alfa respectively. To examine and test hypotheses, the structural equation modeling   approach and Amos software were used. The  research  finding  indicate that at %5  error   level , the  bases  of the  brand's social power  have a significant  positive effect on the  purchase   behavior and cognitive engagements of  the consumers  product. In addition,  it can be  stated  that at  the  error level of  %5, the  product's cognitive engagement has a mediator role  in  the  effects  of  the brand's  social  power  bases  on  the  purchase  behavior.