The effect of brand persuasive methods on the perceived honesty of the brand with the mediating role of perceived value and the moderating role of the need for recognition

Today, persuasive methods are very common in people's daily lives and serve as a practical tool for people to communicate with each other and understand the world around them. The present study was conducted with the aim of investigating the effect of brand persuasive methods on the perceived honesty of the brand with the mediating role of perceived value and the moderating role of need for recognition. This research is correlational in nature and content. In this research, the information related to the answers of 384 customers of Farsh city in Tehran city level was collected in order to investigate the relationship between the variables to test the research hypotheses. The collected data have been analyzed using SPSS and Smart PLS software. The results of this research showed that the customer's perceived value has a mediating role in the relationship between brand persuasion methods and perceived brand honesty. Also, the significance level of the moderator coefficient of the need for recognition is equal to 0.371, which indicates that it is not significant. This coefficient is (p < 0.05). In other words, the need for recognition does not play a moderating role in the relationship between brand persuasion methods and perceived brand honesty.