ISSN 2394-5125
 

Research Article 


Investigating the effect of brand knowledge and relationships based on consumer opinion on purchasing behavior in the food industry (Case study: Agricultural Towns Company of the Ministry of Agriculture Jihad)

Shahla Ajal Afshar, Saeid Moradi.

Abstract
The food industry is in a very dynamic environment that requires adaptation and rapid response. Getting to know your customers and their habits, desires and motivations to buy a particular product is very important. This article develops a conceptual model that combines consumer-based brand knowledge and its relationships and shows how consumer-based brand knowledge and relationships affect current and future purchases in the food (grain) industry in the company. Agricultural settlements are affected by the Ministry of Jihad for Agriculture. The food industry is in a very dynamic environment that requires adaptation and rapid response. Proper familiarity with customers and their habits, desires and motivations for purchasing a particular product has become very important. 360 questionnaires were distributed and collected among the customers of the two brands of the Agricultural Towns Company of the Ministry of Jihad Agriculture in Tehran, and the data were analyzed using LISREL software. The results showed how the components of the two variables of knowledge and consumer-based brand relationships relate to each other and to the current and future purchasing behavior of customers. Consumer-based brand has a positive effect on future purchases, and the consumer-based brand mental image variable - which itself is influenced by the consumer-based brand awareness variable - on consumer-based brand trust variables, brand-based satisfaction It has been effective on the consumer and the current purchase, and finally the effect of the variable of trust in the consumer-based brand on the desire for a consumer-based brand was proven. Finally, suggestions for the use of active marketing managers in this field were presented according to the results of this study

Key words: Consumer-based brand, consumer-based brand knowledge, consumer-based brand relationships, buying behavior


 
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Pubmed Style

Shahla Ajal Afshar, Saeid Moradi. Investigating the effect of brand knowledge and relationships based on consumer opinion on purchasing behavior in the food industry (Case study: Agricultural Towns Company of the Ministry of Agriculture Jihad). JCR. 2021; 8(2): 899-909. doi:10.31838/jcr.08.02.94


Web Style

Shahla Ajal Afshar, Saeid Moradi. Investigating the effect of brand knowledge and relationships based on consumer opinion on purchasing behavior in the food industry (Case study: Agricultural Towns Company of the Ministry of Agriculture Jihad). http://www.jcreview.com/?mno=78084 [Access: May 02, 2021]. doi:10.31838/jcr.08.02.94


AMA (American Medical Association) Style

Shahla Ajal Afshar, Saeid Moradi. Investigating the effect of brand knowledge and relationships based on consumer opinion on purchasing behavior in the food industry (Case study: Agricultural Towns Company of the Ministry of Agriculture Jihad). JCR. 2021; 8(2): 899-909. doi:10.31838/jcr.08.02.94



Vancouver/ICMJE Style

Shahla Ajal Afshar, Saeid Moradi. Investigating the effect of brand knowledge and relationships based on consumer opinion on purchasing behavior in the food industry (Case study: Agricultural Towns Company of the Ministry of Agriculture Jihad). JCR. (2021), [cited May 02, 2021]; 8(2): 899-909. doi:10.31838/jcr.08.02.94



Harvard Style

Shahla Ajal Afshar, Saeid Moradi (2021) Investigating the effect of brand knowledge and relationships based on consumer opinion on purchasing behavior in the food industry (Case study: Agricultural Towns Company of the Ministry of Agriculture Jihad). JCR, 8 (2), 899-909. doi:10.31838/jcr.08.02.94



Turabian Style

Shahla Ajal Afshar, Saeid Moradi. 2021. Investigating the effect of brand knowledge and relationships based on consumer opinion on purchasing behavior in the food industry (Case study: Agricultural Towns Company of the Ministry of Agriculture Jihad). Journal of Critical Reviews, 8 (2), 899-909. doi:10.31838/jcr.08.02.94



Chicago Style

Shahla Ajal Afshar, Saeid Moradi. "Investigating the effect of brand knowledge and relationships based on consumer opinion on purchasing behavior in the food industry (Case study: Agricultural Towns Company of the Ministry of Agriculture Jihad)." Journal of Critical Reviews 8 (2021), 899-909. doi:10.31838/jcr.08.02.94



MLA (The Modern Language Association) Style

Shahla Ajal Afshar, Saeid Moradi. "Investigating the effect of brand knowledge and relationships based on consumer opinion on purchasing behavior in the food industry (Case study: Agricultural Towns Company of the Ministry of Agriculture Jihad)." Journal of Critical Reviews 8.2 (2021), 899-909. Print. doi:10.31838/jcr.08.02.94



APA (American Psychological Association) Style

Shahla Ajal Afshar, Saeid Moradi (2021) Investigating the effect of brand knowledge and relationships based on consumer opinion on purchasing behavior in the food industry (Case study: Agricultural Towns Company of the Ministry of Agriculture Jihad). Journal of Critical Reviews, 8 (2), 899-909. doi:10.31838/jcr.08.02.94