The Effect of Gender Identity on brand Loyalty Emphasizing on Personal Identity, Consumption Patterns, and Purchase Decision Making Styles

Message:
Abstract:

This study aims to evaluate the effect of gender identity on loyalty emphasizing on personal identity, consumption patterns, and Purchase decision making styles. This study is considered an applied research, and according to the method of gathering data is considered to be descriptive-survey research. The data of this research was gathered from a sample of 492 participants who were users of home appliances in city of Tehran through simple cluster sampling method. Questionnaires were used as data gathering tool. The data were analyzed by structural equation modeling via Lisrel software. The findings indicate that gender identity affects brand loyalty, personal identity, purchase decision making styles, and consumption patterns. Also, loyalty is affected by personal identity, purchase decision making styles, and consumption patterns. Finally, personal identity and consumption patterns affect purchase decision making styles.

Language:
Persian
Published:
Management Research in Iran, Volume:23 Issue: 3, 2019
Pages:
183 to 205
https://www.magiran.com/p2044122  
سامانه نویسندگان
  • Khodadad Hosseini، Seyed Hamid
    Corresponding Author (2)
    Khodadad Hosseini, Seyed Hamid
    Professor Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran
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