The Model of Effective Variables on Luxury Furniture Brand Image Formation and Moderating Role of Need for Uniqueness and Customer Vanity
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
Current research is aimed to investigate and identify influential factors on development of brand image for luxury furniture and investigate moderation role of need for uniqueness and vanity of customers. Statistical population of this research is all the customers who have visited or purchased from Iran furniture market, Valiasr and Mirdamad Street. Data has been gathered from standard 32-question questionnaire from 337 samples which were selected by non-probability convenience sampling. For analyzing the model, moderated multiple-regression were used. All eight hypotheses were supported. Results shows that normative interpersonal influences, brand origin, need for uniqueness and vanity which are independent variables have positive significant effect on development of brand image of luxury furniture. Moreover, both need for uniqueness and vanity had positive moderating effect on the relationship of normative interpersonal influences and brand origin with brand origin as a dependent variable. At the end, regarding the results from data analysis, practical recommendations for development of furniture industry (particularly luxury furniture) in Iran has been presented.
Language:
Persian
Published:
Journal of Business Management, Volume:13 Issue: 4, 2015
Pages:
159 to 176
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