Determining the functional and symbolic components of the brand and investigating its effect on brand citizenship behavior with an emphasis on the mediating role of trust in the brand (case study: Ilam city insurance employees)

Aidi, M.; Alizadeh, M.

doi:10.22056/ijir.2019.04.06

Document Type : Original Research Paper

Authors

M. Aidi ¹
M. Alizadeh ²

¹ Department of Management, Faculty of Humanities, Ilam University, Ilam, Iran

² Department of Management, Marketing Department, Ilam University, Ilam, Iran

https://doi.org/10.22056/ijir.2019.04.06

Abstract

Objective: To investigate the role of practical and symbolic brand on the brand citizenship behavior of employees of an insurance company in Ilam city, considering the mediating role of trust in the brand.
Methodology: It is a descriptive and survey type, and considering the measurement of relationships between variables, it is considered to be a type of correlational and causal research, and it is practical in terms of purpose. The statistical population of this research includes the employees of an insurance company in the city of Ilam and their agents and employees. Census method has been used to determine the sample size due to its limited size. The data collection tool was a questionnaire and 219 numbers were distributed and analyzed, and structural equation modeling method was used to analyze the data with the help of SPSS and Amos software, in order to test the assumptions and accuracy of the model.
Findings: The functional and symbolic brand has a significant effect on the brand citizenship behavior of Ilam city insurance employees, considering the role of trust in the brand. Also, in this research, the effect of functional brand and symbolic brand on the variable of trust in the brand and also the effect of the variable of brand trust on the variable of brand citizenship behavior were investigated according to the following hypotheses, and the results showed the effect of the variables of functional and symbolic brand on the variable of trust in the brand and also the variable of trust. It is also meaningful in brand citizenship behavior.

Conclusion: According to the findings of the statistical data of the research and the test of these data, the results show the confirmation of the hypotheses and goals designed in the research. Also, taking into account the intense competitive environment in the market of service organizations, it can be concluded that the positive and meaningful effects of functional brand and symbolic brand, as well as their dimensions on the brand citizenship behavior of insurance employees, lead to the important point that organizations, especially service organizations , they should pay more attention to the category of brand and service brand design, and also give more importance to practicality and the emotional and motivating features desired by the customer.

Keywords

References

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Iranian Journal of Insurance Research

Determining the functional and symbolic components of the brand and investigating its effect on brand citizenship behavior with an emphasis on the mediating role of trust in the brand (case study: Ilam city insurance employees)

References

References

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Volume 8, Issue 4 - Serial Number 30
October 2019
Pages 346-364

Determining the functional and symbolic components of the brand and investigating its effect on brand citizenship behavior with an emphasis on the mediating role of trust in the brand (case study: Ilam city insurance employees)

References

References

Letters to Editor

Send comment about this article

Volume 8, Issue 4 - Serial Number 30October 2019Pages 346-364

Volume 8, Issue 4 - Serial Number 30
October 2019
Pages 346-364