Evaluation of Factors Affecting Customer Attraction and Their Willingness to Buy with Influence from Brand Social Power Level

Nowadays, increasing the level of competition has led organizations to use scientific and practical marketing capacities. On the other hand, attracting and keeping customers has caused organizations to spend heavy budgets on their promotional activities and its optimal effectiveness is one of the concerns of managers. Therefore, identifying consumer behavior to improve processes is one of the functional priorities. One of the most important indicators of consumer behavior is the pattern of consumer involvement in the purchasing process and its consequences on decision making and post-purchase behavior. On the other hand, the value of a brand is often related to the mentality and special perception of an applied theme that attracts the customer, in this research, the social power of the brand as the mentality and perception that customers are beyond. They decide to buy can have brand characteristics, consider them, and by selecting French and Raven's type of social influence, we have five bases of brand social power. We have identified that they correspond to their primary power bases. Also, assuming that brands have the power to meet the different social needs of customers, markets can be segmented and target sectors can be identified based on these needs, based on Hersey and Blanchard's situational leadership theory. We have extended the staff's levels of readiness (follower) to the levels of mental readiness of customers to provide a new indicator for the market segmentation, so that we can be able to fit each level, Focus on one of the dimensions of brand social power in our positioning strategies in the market. Therefore, in order to increase the existing theories and theories in marketing, this study aimed to identify the effect of different dimensions of brand social power based on customers' mental readiness on purchase decision.The present study is applied based on the purpose of the research and descriptive-survey in terms of data collection. The statistical population of this study consisted of Chopan dairy products consumers in Tehran who were selected by random sampling and the sample size was 384 people. In order to analyze the data and test the research hypotheses, the modeling of structural equations with the approach of minimum partial squares was used and the results indicate that the effect of brand social power dimensions on different levels of customers' mental preparation on purchase decision is different.