موضوعات
عنوان مقاله English
نویسندگان English
This research aims to investigate the online brand experience and brand personality on valuing against negative information regarding the attitude and advertising of online recommendations. The current research is practical from the point of view of the goal and from the point of view of method and nature is classified as descriptive-correlational research. The statistical population of the research is (Day Bank) customers in the city of Tehran who have used Day Bank electronic services and have been members of one of the social networks (Instagram, Telegram, etc.). according to the assumption that the statistical population is unlimited, 384 people were selected as a statistical sample and the questionnaire was distributed among them. The sampling method used in this research was a simple random cluster type. The data collection tool in this research is a standard questionnaire with a five-choice Likert scale. Its reliability was confirmed through Cronbach's alpha test and its validity through content validity and confirmatory factor analysis. According to data analysis done through PLS software, it shows that brand personality and online brand experience influence brand attitude, online recommendation advertising, and flexibility against negative information. Besides, the results confirmed the effect of brand attitude and online recommendation advertising on flexibility against negative information.
کلیدواژهها English
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