TY  - JOUR
T1  - EVALUATION OF THE RELATIONSHIP BETWEEN BRAND ATTRIBUTES AND MARKETING MIX AND BRAND PREFERENCE WITH THE MEDIATING ROLE OF CONSUMER FEATURES
A1  - Forough MAZIDI
A1  - Behzad SHARABI*
JF  - Journal of Organizational Behavior Research
JO  - J Organ Behav Res
SN  - 2528-9705
Y1  - 2018
VL  - 3
IS  - 2
SP  - 1
EP  - 12
N2  - Marketers need to have knowledge on various factors affecting brand preferences in order to succeed, since brand is a key factor in consumer preferences and choices. Hence, this research was conducted to evaluate the relationship between brand attributes and marketing mix and brand preferences, given the mediating role of consumer features. The research method is applied in terms of objective and descriptive-correlation and survey in terms of method. The research population included all consumers of home appliances in Aliabad Katul city.  The data collection tool was a standard questionnaire. The validity of the questionnaires was confirmed by supervisor and the experts and its reliability was calculated by Cronbach's alpha and all Cronbach's alpha coefficients for the variables were obtained more than 0.7. Thus, it has high reliability. Simple randomized sampling method was used. A total of 384 standard questionnaires were distributed among samples selected based on Cochran formula. Structural equation method was used to analyze the data. LISREL software was used as a tool used to analyze them. The results of the research revealed a significant relationship between brand attributes and brand preferences.
UR  - https://odad.org/article/evaluation-of-the-relationship-between-brand-attributes-and-marketing-mix-and-brand-preference-with-the-mediating-role-of-consumer-features
ER  -