Document Type : Original Article (Mixed)
Authors
1 PhD student, Department of Business Management, Science and Research Unit, Islamic Azad University, Tehran, Iran.
2 Professor, Business Management Department, Science and Research Unit, Islamic Azad University, Tehran, Iran.
3 Assistant Professor, Business Management Department, North Tehran Branch, Islamic Azad University, Tehran, Iran.
Abstract
The current research was conducted with the aim of providing a model of consumer behavior in creating brand attachment, emphasizing the packaging component of food industry companies. It is considered a qualitative-quantitative (mixed) research method. The sample of the qualitative section with 12 interviews with marketing, academic and food industry experts and the quantitative section with the Cochran formula of limited societies included 384 managers and senior experts of Tehran food industry companies. In the first step of the research, the coding of specialized research interviews was done using thematic qualitative analysis with MAXQDA 20 software and fuzzy Delphi method with MatLab software, structural-interpretive analysis with MicMac software, in the next step, the results of confirmatory factor analysis with Smart PLS 3.0 software were performed. . Based on the results of qualitative analysis, three comprehensive categories including packaging, brand attachment and consumer behavior were identified as the main components. Based on the influence-dependence diagram, the structures of communication factors, logistic factors, economic factors, bio-social factors have high influence power and have little influence and are placed in the area of independent structures. The constructs of brand loyalty, brand awareness, perceived quality, brand associations also have high dependence but little influence, so they are considered dependent constructs. The results of the quantitative part, while confirming the research hypotheses, showed that the proposed model has good validity.
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