The Investigation of Relationship between Brand Trust and Brand Citizenship Behavior with Emphasizing on the Mediating Role of Brand Commitment in the Area of Entrpereneurship

Abstract

Today, in modern marketing knowledge it is claimed that the behavior of brands are similar to human. In fact ,this similarity is indicative that brands not only have external impressions but also have inner effect to assist businesse in achieving their competitive advantage.The aim of the current study is to investigate the relationship between brand trust and brand citizen behavior with emphasizing on the mediating role of brand commitment in the area of health entrpereneurship. In terms of objective, this study is considered as an empirical one, and the research methodology is descriptive-correlative type. The population includes 260 customers in health and beauty clinics and among those people, 152 individuals were selected to be studied using Cochran's sample size formula and through random sampling method. Measurement tool in this research was standard questionnaire and structural equation modeling (SEM) and Lisrel 8.5 software were used for data analysis.The results show the there is a significant and positive relatioonship beween brand trust and brand citizinship behavior and brand commitment mediate the relationship between brand trust and brand citizieship behavior.

Keywords

• brand
• brand trust
• brand citizenship behavior
• brand commitment
• health entrpereneurship