Volume 23, Issue 3 (2019)                   IQBQ 2019, 23(3): 188-208 | Back to browse issues page

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Zarepour Nasirabadi E, Khodadad Hosseini S H, Mansouri Moayyed F. The Effect of Gender Identity on brand Loyalty Emphasizing on Personal Identity, Consumption Patterns, and Purchase Decision Making Styles. IQBQ. 2019; 23 (3) :188-208
URL: http://mri.modares.ac.ir/article-19-32403-en.html
1- PhD Candidate in International Marketing, Faculty of Management and Economics, Tarbiat Modares University
2- Professor in Business Management, Faculty of Management and Economics, Tarbiat Modares University , khodadad@modares.ac.ir
3- Assistant Professor in Business Management, Faculty of Management and Economics, Tarbiat Modares University
Abstract:   (2628 Views)
This study aims to evaluate the effect of gender identity on loyalty emphasizing on personal identity, consumption patterns, and Purchase decision making styles. This study is considered an applied research, and according to the method of gathering data is considered to be descriptive-survey research. The data of this research was gathered from a sample of 492 participants who were users of home appliances in city of Tehran through simple cluster sampling method. Questionnaires were used as data gathering tool. The data were analyzed by structural equation modeling via Lisrel software. The findings indicate that gender identity affects brand loyalty, personal identity, purchase decision making styles, and consumption patterns. Also, loyalty is affected by personal identity, purchase decision making styles, and consumption patterns. Finally, personal identity and consumption patterns affect purchase decision making styles.
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Article Type: Original Research | Subject: Management Science and Operations Research
Received: 2019/04/28 | Accepted: 2019/05/1 | Published: 2019/10/2

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