توضیحات :
— Identifying a brand as a consumer's psychological state
of understanding, perceiving, and valuing belonging to a brand. In a
brand community, a high level of motivation to engage in behaviors
with internal and external role can be achieved by integrating the
expectations and responsibilities of the brand community created in
people. This research was conducted to motivate branding behaviors
in consumers and their role in identifying Adidas brand. In this
study, variables were evaluated by a questionnaire. A questionnaire
was distributed among 385 people from the population of the Adidas
brand in Shiraz. The research method was descriptive correlational.
To answer the questions and to investigate the research hypothesis
using Smart-PLS software, structural equation analysis and path
analysis using partial least squares (PLS) were used. The results of
this research indicate that attachment and self-confidence have a
positive and significant effect on the behavior within the consumer
role in branding. The results of this research also confirm the
positive and significant effect of self-esteem and one’s autonomy on
consumer redundancy behavior in branding. The results also show
that behavior in consumer role and consumer redistribution behavior
in branding has a significant effect on brand identification.
.jpg)
