Journal of value creating in Business Management

The impact of reducing customer confusion in choosing domestic automaker brands, based on brand quality and brand experience

Document Type : Original Article (Quantified)

Authors

Peyman Fathiaghdam 1
Faranak Khodayari 2
Hamid Saeedi 3
Leila Andervazh 4

1 Department of business Management, UAE.C., Islamic azad university, Dubai, United Arab Emirates

2 Department of business Management, NT.C., Islamic azad university, Tehran, Iran

3 Department of business Management, YI.C., Islamic azad university, Tehran, Iran

4 Department of business Management, Arv.C., Islamic azad university, Abadan, Iran

https://doi.org/10.22034/jvcbm.2026.568692.1696
Abstract
This study was conducted with the aim of investigating the effect of reducing customer confusion in choosing domestic automobile brands based on brand quality and brand experience. The research method is applied in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of the study consisted of sales and marketing managers of domestic automobile manufacturers such as Iran Khodro and Saipa. Zamyad in Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran formula was used for an unlimited population to determine the sample size, and the sample size was estimated at 384 people. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables must be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that brand quality, brand experience, customer satisfaction, and addressing this confusion and providing solutions to reduce it can help improve the shopping experience of domestic automakers' customers and increase their satisfaction.

Keywords

Customer confusion
brand choice
brand quality
brand experience
customer satisfaction
Subjects

  • Receive Date 26 October 2025
  • Revise Date 18 January 2026
  • Accept Date 19 February 2026

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