Marifat, Volume 27, Issue 2, No 245, Year 2026 , Pages 77-90

    The Psychology of Young Iranian Consumers Emphasizing the Role of the Brand of Products in Consumption

    Article Type: 
    Promotional
    Writers:
    ✍️ Heshmatollah / Lecturer at Management Department, Payam noor University / eskandari_h2008@yahoo.com
    Yadegar / PhD Student of Public Management, Islamic Azad University of Dahaqan / hosseinym94@yahoo.com
    لطف الله آباد / PhD Student of Public Management, Islamic Azad University of Dahaqan
    Pages: 77-90 Receive Date: 2026/06/28 Accept Date: 2026/06/28
    Abstract: 
    This study compares the power of the relationships existing in the pattern of causes and consequences of dependency, considering the type of relationship between consumer and brand. In this research, five variables are considered as causes of dependency and five variables as outcomes of dependency. The research was conducted using quantitative research method, and a questionnaire was used to collect data from a sample of 864 students of business management. The findings show that the influence of variables on emotional and functional relationships have significant differences in the pattern of structural equations among some variables, such as love of brand, experience, reliability, satisfaction and etc., and among 7 paths of 18 paths. The results of this study help branding and marketing managers in understanding the behavior of Iranian consumers in the above- mentioned age group in relation to the production of dependency on brand. This research is a great opportunity to promote Iranian brands in the year of “support for Iranian products”.
    Keywords: 
    consumer
    emotional relationships
    functional relationships
    brand dependency
    brand loyalty.
    چکیده و کلیدواژه فارسی (Persian)
    Title :روان‌شناسی مصرف‌کنندگان جوان ایرانی با تأکید بر نقش برند کالا در مصرف
    Abstract: 
    این تحقیق، به مقایسه‌ی قدرت ارتباطات موجود در الگوی پیشایندها و پیامدهای وابستگی، با توجه به نوع رابطه میان برند ـ مصرف کننده می پردازد. در این تحقیق، پنج متغیر به عنوان پیشایندهای وابستگی و پنج متغیر به عنوان پیامدهای وابستگی در نظر گرفته شده است. پژوهش با روش تحقیق کمی و ابزار گردآوری اطلاعات پرسش نامه که با نمونه گیری تصادفی از 864 نفر از دانشجویان مدیریت بازرگانی، سامان یافته است. یافته ها نشان می دهد که قدرت تأثیرگذاری متغیرها در دو رابطه (احساسی، عملکردی)، در الگوی معادلات ساختاری در بین بعضی از متغیرها همانند (عشق برند، تجربه، اعتبار، و رضایت و..) و در بین 7 مسیر از 18 مسیر، دارای تفاوت های چشمگیر می باشد. نتایج این پژوهش، در سایه‌ی شناخت بهتر رفتار مصرف کنندگان ایرانی در گروه سنی ذکرشده برای مدیران برند و بازاریابی، در خصوص تولید وابستگی برند مؤثر است و در سال حمایت از کالای ایرانی فرصت مغتنمی است برای ترویج برندهای ایرانی.
    Keywords: 
    مصرف‌کننده
    روابط احساسی
    روابط عملکردی
    وابستگی برند
    وفاداری برند
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    APA | MLA | HARVARD | VANCOUVER

    , Heshmatollah, , Yadegar, , . (2026) The Psychology of Young Iranian Consumers Emphasizing the Role of the Brand of Products in Consumption. Marifat, 27(2), 77-90

    APA | MLA | HARVARD | VANCOUVER

    Heshmatollah ; Yadegar ; ."The Psychology of Young Iranian Consumers Emphasizing the Role of the Brand of Products in Consumption". Marifat, 27, 2, 2026, 77-90

    APA | MLA | HARVARD | VANCOUVER

    , H, , Y, , .(2026) 'The Psychology of Young Iranian Consumers Emphasizing the Role of the Brand of Products in Consumption', Marifat, 27(2), pp. 77-90

    APA | MLA | HARVARD | VANCOUVER

    , H, , Y, , . The Psychology of Young Iranian Consumers Emphasizing the Role of the Brand of Products in Consumption. Marifat, 2026; 27(2): 77-90