Investigating the Effect of Cognitive Distortion on the Brand d Image (Case Study: the Customers of System Group Company)

Creating a positive brand image is one of the main goals of services organizations. This is why the creating a positive brand image is considered as one of the most important research areas in branding.  On the other hand, several factors affect brand image that cognitive distortion is one of the most important factors of them. Therefore, the present study aims to investigate the effect of cognitive distortions on the brand image among the customers of system group.
The present study is a practical and descriptive-survey research from perspectives of goal and research methodology respectively. The statistical population of this study includes the customers of system group, who visited the company, in the city of Isfahan in the third season of 2016, which equals to 1400. In order to determine the sample size, Morgan sampling table was used and 300 members were selected randomly. A researcher-developed questionnaire (including 18 items) was used for collecting the research data, whose reliability and validity have already been examined and confirmed.
The results of this study revealed that cognitive distortions affect brand image significantly. Another part of the results showed that cognitive distortions affect brand cognitive, affective and conative images significantly.