The effect of smart marketing tools and racism on the brand equity of national brands and the desire to use them

Khoshtinat, Behnaz; Noghnaee Zadeh, MohammadReza; Bagheri, Aylar

doi:JABM.3.2.15564.322580878780

The effect of smart marketing tools and racism on the brand equity of national brands and the desire to use them

Document Type : The scientific research paper

Authors

Behnaz Khoshtinat ¹

MohammadReza Noghnaee zadeh ²

Aylar Bagheri ²

¹ Department of Management, Buinzahra Branch, Islamic Azad University, Buinzahra, Iran

² Department of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

JABM.3.2.15564.322580878780

Abstract

The current research has determined the impact of smart marketing tools and racism on the brand equity of national brands and the willingness to use them. The used research method is descriptive, survey. In this research, the customers of Sarai Irani, located in Afsariyeh, Tehran, are considered as a statistical population, and due to their uncertain number, the sample size of 384 people was selected through Morgan's table and distributed among them using the available sampling method of the researcher-made questionnaire.The reliability of the questionnaires has been confirmed by using Cronbach's alpha method, factor analysis and composite reliability, and the instrument's validity with convergent validity and divergent validity. The research data was analyzed with the help of PLS and SPSS22 software and using statistical, descriptive and inferential tests. The results of this research indicate that smart marketing tools and racism have an effect on the special value of national brands and the special value of national brands has an effect on the tendency to use national brands. In this regard, research proposals were also presented, and based on the limitations of the research, suggestions were made for future researchers

Keywords

smart marketing tools

racism

brand equity of national brands

willingness to use national brands

Subjects