چکیده:
e effect of customer emotional attachment to the brand on the special value of social media brands with the mediating role of brand credibility and the role of adjusting the company's social responsibility in the time of Corona. The statistical population selected for this study was users of social networks in Iran. Using the available random sampling method, 520 questionnaires were collected electronically with a five-point Likert scale. Structural equation modeling and SPSS and Smart PLS software were used to test the research hypotheses and data analysis. The results of statistical data and structural equation modeling showed that the customer's emotional attachment to the brand does not directly affect the eigenvalue of social media brands. The results also showed that corporate social responsibility moderates the relationship between customer emotional attachment to the brand on brand equity and also the relationship between brand credibility and brand equity. Social media should make investments that help build an emotional connection with a social media brand, as well as focus on their social responsibility.
خلاصه ماشینی:
53 – 71 Corporate CSR Actions in the Corona Crisis and Brand Equity: The Role of Brand Credibility and Emotional Attachment Pouya Behzadnia*1, Nasser Sanobar2, Seyed Samad Hosseini 3, Kimia Fazelzadeh 4 Date Received: 2020/07/11 Date Accepted: 2020/09/13 Abstract The purpose of this research is to investigate the effect of customer emotional attachment to a brand on the brand equity of social media brands, with the mediating role of brand credibility and the moderating role of corporate social responsibility during the corona period.
The results of the statistical data and structural equation modeling showed that customer emotional attachment to the brand does not directly affect the brand equity of social media brands.
Hypothesis 3: Corporate social responsibility moderates the relationship between customer emotional attachment to the brand and brand equity.
Hypothesis 6: Customer emotional attachment to the brand has a positive and significant effect on the brand equity of social network brands through brand credibility.
Conceptual model of the research / Brand credibility H2 H1 / / Brand equity Customer emotional attachment H5 to the brand H4 H3 / Corporate social responsibility Source: Devedi et al.
The results extracted from this research point to the key role of brand credibility and social responsibility variables in the effect of customer emotional attachment to brand on the brand equity of social networks.
The effect of corporate social responsibility and corporate image on brand equity, Journal of Modern Marketing Research, Volume 6, Number 1, Continuous Issue 20, 79-94.
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