Document Type : Original Article

Authors

• Alireza Rostaminia ¹
• , Mahmoud Mohammadian ²

¹ No

² Assistance Professor, Business Management, Faculty of Management and Accounting, Allameh Tabatabai University.

Abstract

The purpose of the present study is to investigate the effect of brand social identity and narrative branding on consumer behavioral tendencies, considering the mediating role of brand image in the consumption of luxury clothing brands. Questionnaires of brand social identity, narrative branding, consumer behavioral tendencies and brand image were used to collect data. The statistical population of this research included all customers of clothing stores that have domestic luxury brands (N=250).
SPSS version 27 software was used for descriptive statistics and Smart PLS version 3.2 software was used for structural equation modeling. The results showed that the effect of narrative branding on the brand image of luxury clothing stores in Tehran was significant (β=0.169), and narrative branding has a positive and significant effect on customers' behavioral tendencies (β=0.215); Also, the effect of brand image on customers' behavioral tendencies was positive and significant (β=0.442).Therefore, referring to the result of this research, in the continuation of the results of the present research, it seeks to investigate the mediating role of brand image in the relationship between brand identity and behavioral tendencies and narrative branding and behavioral tendencies of customers of luxury clothing stores in Tehran.

Keywords

• Social identity
• narrative branding
• behavioral tendencies
• luxury store