Modelling the role of brand community on brand features through Mediation of brand attachment

Abstract

The purpose of this study was modelling the role of brand community on brand attributes through Mediation of brand attachment. The statistical population of the study consisted of customers of Iranian sports brands (Daei and Majid) and foreign (Adidas and Leaning) at Shiraz sport shops. According to Morgan's table, 388 people were selected randomly. A 29-item questionnaire was used in a five-point Likert scale. After a semi-structured snowball interview with 15 elites and experts, and using Delphi technique to qualify the questionnaire and confirm its formal and content validity By professors and its internal reliability using Cronbach's alpha test. The statistical methods of factor analysis and structural equation modelling test were used. The findings of the research showed that fitting indices are desirable and indicate confirmation of the model. Therefore, it can be said that the brand community directly and significantly affects the brand's identification and brand identity and attachment with the brand through brand mediation on increasing commitment to the brand community. However, due to the effect of commitment to brand community on brand attachment and, indirectly, their high impact on brand commitment, as well as the identification and identification of brand identity and on commitment to brand community, we can deduce Demonstrating that brand identity has a direct impact on brand commitment and through brand attachment to brand commitment.