investigating the role of consumer behavior patterns on brand attachment with regard to the moderating role of brand heritage among Minoo brand consumers

Rasoulpour, Asrin; Bashirkhodaparasti, Ramin; Bagheri Garbollagh, , Hooshmand; Asgarnezhad Nouri, , Bagher

doi:10.22034/asm.2025.2079320.3483

investigating the role of consumer behavior patterns on brand attachment with regard to the moderating role of brand heritage among Minoo brand consumers

Authors

Asrin Rasoulpour ¹

Ramin Bashirkhodaparasti ²

, Hooshmand Bagheri Garbollagh ³

, Bagher Asgarnezhad Nouri ³

¹ 1. MSc. Student, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran

² Department of Business Management,, Faculty of Economics and Management, Urmia University, Urmia, Iran

³ Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.

10.22034/asm.2025.2079320.3483

Abstract

Purpose: The present study aims to examine the effect of consumer behavior patterns on brand attachment and to analyze the moderating role of brand heritage in this relationship. This study is applied in purpose and descriptive–survey in nature. The statistical population consists of consumers of the Minoo brand in the cities of Urmia and Tabriz. Since the population is unlimited, a sample size of 384 was estimated using Cochran’s formula, and to ensure greater accuracy, 580 valid questionnaires were analyzed. A simple random sampling method was used. Standardized questionnaires related to consumer behavior patterns, brand heritage, and brand attachment served as measurement instruments. The reliability of the instruments was confirmed using Cronbach’s alpha. Data analysis was conducted in two sections: descriptive statistics using SPSS, and inferential analysis using SmartPLS, due to the non-normality of the data and the need for structural equation modeling. The results of the first hypothesis revealed that consumer behavior patterns have a significant effect on brand attachment. This indicates that various behavioral types—such as complex buying behavior, dissonance-reducing behavior, habitual buying, or variety-seeking behavior—shape consumers’ emotions, attitudes, and experiences toward the brand, ultimately fostering emotional attachment and long-term loyalty. The results of the second hypothesis demonstrated that brand heritage significantly moderates the relationship between consumer behavior patterns and brand attachment. In other words, when a brand possesses strong historical roots, authenticity, and a compelling narrative identity, the influence of consumer behavior on brand attachment becomes stronger and more pronounced.

Keywords

brand attachment

brand heritage

consumer behavior patterns

Minoo brand

Subjects