The influences of brand credibility on consumer purchase Intentions with the mediation of Emotional commitment (Adidas brand)

Abstract

There are many different brands in the market, but one brand can not be considered the absolute leader of the whole market. Organizations today believe that only by repeating customer purchases can they achieve long-term profits. One way to replicate customer buying is an emotional commitment to the organization's values, which is achieved through brand credibility. The purpose of this research is studying moderating Role of Emotional commitment for the Relationship between Brand credibility and Consumer purchase of cunsomers Adidas brands in Tehran city. In order to collect data it was benefit from library method and questionnaire. Statistical society of this research is all male and female cunsomers of Adidas brands in Tehran city of 360 persons that were selected by random class sampling method. In order to study research hypothesis and analyze data, it was benefit from descriptive and inferential data and by benefiting SPSS and Amos software. According to the results original hypothesis moderating Role of Emotional commitment for the Relationship between Brand credibility and Consumer purchase of Adidas brands in Tehran city the Subsidiary hypothesis showed significant Relationship between Brand credibility & Consumer purchase. Subsidiary hypotheses showed significant Impact Brand credibility on Consumer purchase. Three Subsidiary hypotheses showed significant impact of Emotional commitment Consumer purchase.