The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in Online Communities on Buying Behavior and Online Word-of-Mouth Advertising
Purpose: This study aims to investigate the effect of creating individual and collective psychological ownership of the brand for customers on buying from the brand and word-of-mouth advertising through partnership goals with a modifying role of members' activities in Mahan Airlines as a case s...
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| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
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Ayandegan Institute of Higher Education, Tonekabon,
2022-02-01
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| Series: | مدیریت نوآوری و راهبردهای عملیاتی |
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| Online Access: | http://www.journal-imos.ir/article_140274_d192890860421c1a11f0c9963e588c6e.pdf |
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| _version_ | 1832577843003916288 |
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| author | Yazdan Shirmohammadi Jahan Rajabi |
| author_facet | Yazdan Shirmohammadi Jahan Rajabi |
| author_sort | Yazdan Shirmohammadi |
| collection | DOAJ |
| description | Purpose: This study aims to investigate the effect of creating individual and collective psychological ownership of the brand for customers on buying from the brand and word-of-mouth advertising through partnership goals with a modifying role of members' activities in Mahan Airlines as a case study.Methodology: This research is an applied and descriptive survey regarding purpose and method. The sampling method of this study was random, and its number was 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyses were performed using structural equation methods and SPSS and Smart-PLS2 software programs. We used a structural equation modelling method to determine the causal relationship between the variables.Findings: The results showed that self-efficacy, responsibility, belonging, personal identity, and collective psychological ownership positively and significantly affect members' participation goals. Also, the partnership's goals positively and significantly affect the purpose and intention of buying the brand and word-of-mouth advertising.Originality/Value: The study showed that self-efficacy, responsibility, belonging, personal identity, and collective psychological ownership have a positive and significant effect on the goals of participation and by modifying the type of activity of members. |
| format | Article |
| id | doaj-art-d4fb456399b4465a95b23054f1f2431c |
| institution | Kabale University |
| issn | 2783-1345 2717-4581 |
| language | fas |
| publishDate | 2022-02-01 |
| publisher | Ayandegan Institute of Higher Education, Tonekabon, |
| record_format | Article |
| series | مدیریت نوآوری و راهبردهای عملیاتی |
| spelling | doaj-art-d4fb456399b4465a95b23054f1f2431c2025-01-30T14:59:43ZfasAyandegan Institute of Higher Education, Tonekabon,مدیریت نوآوری و راهبردهای عملیاتی2783-13452717-45812022-02-012440141910.22105/imos.2021.293172.1131140274The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in Online Communities on Buying Behavior and Online Word-of-Mouth AdvertisingYazdan Shirmohammadi0Jahan Rajabi1Department of Business Administration, Payame Noor University, Tehran, Iran.Department of Business Administration, Payame Noor University, Tehran, Iran.Purpose: This study aims to investigate the effect of creating individual and collective psychological ownership of the brand for customers on buying from the brand and word-of-mouth advertising through partnership goals with a modifying role of members' activities in Mahan Airlines as a case study.Methodology: This research is an applied and descriptive survey regarding purpose and method. The sampling method of this study was random, and its number was 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyses were performed using structural equation methods and SPSS and Smart-PLS2 software programs. We used a structural equation modelling method to determine the causal relationship between the variables.Findings: The results showed that self-efficacy, responsibility, belonging, personal identity, and collective psychological ownership positively and significantly affect members' participation goals. Also, the partnership's goals positively and significantly affect the purpose and intention of buying the brand and word-of-mouth advertising.Originality/Value: The study showed that self-efficacy, responsibility, belonging, personal identity, and collective psychological ownership have a positive and significant effect on the goals of participation and by modifying the type of activity of members.http://www.journal-imos.ir/article_140274_d192890860421c1a11f0c9963e588c6e.pdfword-of-mouth advertisingbrand communitiesaviationintellectual property |
| spellingShingle | Yazdan Shirmohammadi Jahan Rajabi The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in Online Communities on Buying Behavior and Online Word-of-Mouth Advertising مدیریت نوآوری و راهبردهای عملیاتی word-of-mouth advertising brand communities aviation intellectual property |
| title | The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in Online Communities on Buying Behavior and Online Word-of-Mouth Advertising |
| title_full | The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in Online Communities on Buying Behavior and Online Word-of-Mouth Advertising |
| title_fullStr | The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in Online Communities on Buying Behavior and Online Word-of-Mouth Advertising |
| title_full_unstemmed | The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in Online Communities on Buying Behavior and Online Word-of-Mouth Advertising |
| title_short | The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in Online Communities on Buying Behavior and Online Word-of-Mouth Advertising |
| title_sort | effect of creating a sense of individual and collective psychological ownership of the brand in online communities on buying behavior and online word of mouth advertising |
| topic | word-of-mouth advertising brand communities aviation intellectual property |
| url | http://www.journal-imos.ir/article_140274_d192890860421c1a11f0c9963e588c6e.pdf |
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