The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in the Online Communities of the Brand on the Buying Behavior and Online Word-of-Mouth Advertising.

اثر ایجاد حس مالکیت روانی فردی و جمعی برند در اجتماعات آنلاین برند بر رفتار خرید و تبلیغات برخط دهان به دهان)مورد مطالعه: شرکت هواپیمایی ماهان(

Purpose: The purpose of this study is to investigate the effect of creating individual and collective psychological ownership of the brand for customers on the goals of 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 applied and descriptive-survey in terms of purpose and method, respectively. The sampling method of this study was available and its number was 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyzes were performed using structural equation methods and SPSS and Smart-PLS2 software programs. To determine the causal relationship between the variables using the structural equation model method and significance levels in order to test the hypotheses, P-value less than 0.05 was considered. Findings: The results showed that self-efficacy, responsibility, belonging, personal identity and collective psychological ownership have a positive and significant effect on members' participation goals. Also, the goals of the partnership have a positive and significant effect on the purpose and intention of buying the brand and word-of-mouth advertising. Originality/Value: The results 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. [ABSTRACT FROM AUTHOR]

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