The effect of signature and brand knowledge on brand equity with the mediating role of attitude and brand reputation among home appliance consumers

Soltani Tajabadi, Marzieh; Khadivar, Ameneh

doi:10.22034/asm.2025.2054586.3360

The effect of signature and brand knowledge on brand equity with the mediating role of attitude and brand reputation among home appliance consumers

Authors

marzieh soltani tajabadi ¹

Ameneh Khadivar ²

¹ Ph.D. Candidate of Business Administration, Faculty of Social Sciences and Economics, AlZahra University, Tehran, Iran.

² Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

10.22034/asm.2025.2054586.3360

Abstract

Purpose: If the Brand Signature is well-defined and designed, it can influence the strength of the brand's presence in consumers' minds. Additionally, Brand Knowledge is a key issue related to branding, which refers to brand recognition in the consumer's mind. Studies that have addressed consumer perception of Brand Signature have received less attention because this topic encompasses a complex research area with various subjects. Therefore, the aim of this study is to develop knowledge and investigate the impact of Brand Signature and Brand Knowledge on increasing Brand Equity in the home appliance industry. This industry is very attractive for developing countries with middle incomes. Two theories, Attribution Theory and Expectancy-Value Theory, are used to explain the hypotheses.
Method: In terms of purpose, it is descriptive; orientation, applied; strategy, survey; research method, quantitative; time frame, cross-sectional; and data collection method, questionnaire. Given that the population size was unknown, Morgan's table was used to determine the sample size, which was 389 people. Also, simple random sampling was used. In this study, in order to adjust the final questionnaire, standardized questionnaires extracted from the literature were used in relation to the variables of the conceptual model. The statistical population of this research is the consumers of a brand active in the home appliance industry.

Keywords

attribution theory

brand attitude

brand equity

brand knowledge

brand reputation

Subjects