Investigating Brand's Social Power Base Effects on Purchase Behavior: Mediating Role of Consumer's Product Cognitive Engagement Level

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 customer's 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.