The role of government, industry, and culture of resistive economy in peoples attitude to purchase Iranian brand products
Marketing and Branding Research,
2016, Volume 3, Issue 1, Pages 14-23
AbstractThis study aimed to examine the role of government, industry, and the culture of resistive economy in the attitude of people to buy products with Iranian brand to help manufacturers to produce high quality goods. Accordingly, to conduct the research, a conceptual model was developed and an analytical survey method was used. The population of the study was the appliance manufacturers participating in the exhibition in Isfahan in August 1393, of which 93 were selected randomly. Data obtained from a questionnaire was analyzed with SPSS 22 software and Smart PLS 2.0. The results showed that the government, industry, economy, and culture of resistance had a significant positive impact on peoples attitude to buy products with Iranian brand.
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