mohaddeseh tavakkoli

In Islam, Tayeb refers to conformity of products with standards of organic, halal, and functional in the chain of production to consumption based on five principles including halal status, health, authenticity, attractiveness (decoration), and blessing. The aim of this research is to evaluate the consumers' point of view on special value of Tayeb brand and to investigate their willingness to pay for purchase of Tayeb products.

The current research is a practical descriptive study. A questionnaire was used for data collection, and a simple random sampling method was used due to the unlimited statistical population. Using the Cochran's formula of unlimited society, 119 food consumers in Khorasan Razavi province were studied in 2022. The research hypotheses were tested using structural equation method and SmartPLS software.

The results showed that attitude towards Tayeb brand had a significant positive effect on awareness and perceived quality of the consumers and also the brand’s association in them with respect to the brand. However, effect of viewpoint on Tayeb brand on loyalty was not confirmed. In addition, internal effect of special value dimensions of the brand was evaluated in this study. The results confirmed the effect of consumers’ awareness on brand’s association and perceived quality. Moreover, effect of perceived quality and awareness in the consumers on loyalty was confirmed. In comparison, effect of brand’s association on loyalty was not confirmed. The attitude towards Tayeb brand and loyalty of the consumers to the brand had a significant positive effect on the consumers' willingness for payment.