Investigating the effect of social capital on customer buying intention with the mediating role of perceived brand and brand value

Today, social capital plays an important role in branding a product and how customers are motivated to buy. With the increase in social capital, corporate business is booming. Otherwise, there are many challenges to the success of companies in branding and customer retention, one of the most important of these challenges is the lack of trust in a brand or commercial product. So companies that can create social capital among customers can hope to retain loyal customers for repurchase. The main purpose of this study was the effect of social capital on customer intention to buy with the mediating role of perceived brand and brand value. The research method of this research is applied in terms of purpose and descriptive and survey research in terms of nature. The statistical population of the present study includes the customers of "City Center" shopping center in Ahvaz. The size of the statistical population in the present study is unknown. In this study, to increase the validity and validity of his research, the researcher used 302 people by random sampling method. A standard questionnaire was used to collect data, the validity of which was confirmed by marketing professors, and its reliability was also confirmed based on Cronbach's alpha. SPSS and AMOS software were used to analyze the data collected in this research. The results showed that there was a negative and inverse relationship between the variable of customers' intention to buy and value or brand. The structural model of the research also showed that the exogenous variable of social capital is both directly and indirectly related to the endogenous variable of customer intention to buy by considering the mediating role of the variable of perceived value of brand and brand.