Investigating the Involvement of Customer Decision Making by Reflecting on the Synergistic Backgrounds of Brand Value, Brand Love, and Brand Identity in Online Brand Communities

The purpose of this study is to investigate the conflict between customer purchasing decision making and reflection on the synergistic antecedents of brand value, brand love and brand identity in online brand communities.

The present study is a descriptive-survey study based on the applied purpose. Customers and buyers of Digi Kala online store products were considered as a statistical population. A total of 384 people were selected based on Cochran's formula and available sampling method as the sample size of the research. Standard questionnaires were used to measure the research variables. The validity of the research instrument was confirmed using face validity, content and factor analysis, and Cronbach's alpha coefficient greater than 0.7 for different structures confirmed their reliability. . Data analysis was performed by structural equation modeling using LISREL software.

The research findings showed that brand identity has a positive and significant effect on brand love, brand value synergy and customer purchasing decision involvement. Love for the brand has a positive and significant effect on customer conflict decision making conflict. Synergy of brand value has a positive and significant effect on customer purchase decision conflict.

The results indicate that brand identity by considering the mediating role of brand love and synergy of brand value have a significant effect on customer decision making conflict.