Examining the effect of Brand dimension (trademark) on home appliances consumersʹʹ behavior Case study: LG brand in Rasht city

ABSTRACT: One of the most important and valuable assets of a company is its trademark. The more valuable is a trademark for consumers more profits the company achieves. The present paper aims to identify the effect of brand dimension on home appliances consumersʹ behavior. To achieve this goal the relationship between reputation, identity, image, meaning, age and brand advertisement with consumer behavior was tested based on the conceptual research model. Required data were collected using questionnaire, randomly, from the population of LG brand consumers in agents of this company and Rasht city. Since the population is wide and infinite, simple random sampling and sample size formula were used to estimate the sample size (it was calculated to be 202 individuals). Pearson correlation test, using SPSS software, and multiple regression analysis were used to analyze collected data. Results showed that aspects of brandʹs dimensions have a positive effect on consumersʹ behavior and there is significant relationship between these two components. Thus, it is suggested to LG brand to use its competitive advantage, particularly its reputation, identity and brand management, and other aspects of brand (mentioned in this research) to lead its consumersʹ behavior to a positive direction.