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The Effect of Consumer Engagement and Perceptual Brand Positioning on Brand Credibility with the Mediating Role of Emotional Brand Attachment among Active Customers of Saman Bank's Blu
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Maedeh Hosseini   , Mohammad Rafiei |
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Abstract: (23 Views) |
| The main objective of this research is to investigate the effect of consumer engagement and perceptual brand positioning on brand credibility (brand reputation, brand identification) with the mediating role of emotional brand attachment among active customers of Saman Bank's Blu. This research is applied in terms of purpose and descriptive-analytical in terms of methodology, conducted using a survey and causal approach. The statistical population of the research includes all active customers of Saman Bank's Blu, and based on the Cochran formula, a sample size of 384 individuals was determined, with sampling conducted through simple random sampling. The primary data collection instrument was a standard questionnaire. The validity of the questionnaire was examined through face validity and factor analysis, and the obtained KMO index confirmed the adequacy of sampling. Additionally, the reliability of the research instrument was measured using Cronbach's alpha coefficient, whose value indicated a highly acceptable level of questionnaire reliability. Descriptive and inferential statistical methods were used in data analysis; descriptive statistics were conducted using SPSS version 21, and structural equation modeling (SEM) using LISREL version 8.8 was employed for inferential analyses and hypothesis testing. The results of path analysis showed that the variables of consumer engagement, brand awareness, and brand reputation have a significant effect on brand credibility, and emotional brand attachment plays a significant mediating role in these relationships. Finally, based on the research findings, practical and managerial recommendations consistent with the results are presented. |
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| Keywords: Emotional brand attachment, consumer engagement, brand awareness and reputation with brand credibility, Saman Bank's Blu. |
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Full-Text [PDF 651 kb]
(4 Downloads)
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Review: Research |
Subject:
Business Administration
Received: 2026/11/6 | Accepted: 2026/08/21 | Published: 2026/08/21
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