Journal of Strategic Management Studies

Journal of Strategic Management Studies

The effect of brand identity on the perception of the usefulness of buying customized products and trust

Document Type : Research

Author
Karim Ghalmegh
Assistant Professor, Department of Management and Accounting, Gonbad Kavoos Branch, Islamic Azad University, Gonbad Kavoos, Iran
10.22034/smsj.2024.420427.1941
Abstract
Introduction
Online customization enables customers to adjust their preferences to specific product features using the online platform on which the brand is launched. Recent literature has paid increasing attention to how consumers value online customization. However, existing research is lacking in understanding the effects of brand identity and individual differences in consumer reactions to online customization. The purpose of this article is to investigate the mediating role of trust in the effect of brand identity on the perception of the usefulness of buying customized products online.
Methodology
 This research is applied research in terms of purpose, descriptive in terms of method, survey in terms of data collection method, correlation in terms of measuring variables, and structural equation model in terms of data analysis. The required data has been collected by distributing a standard questionnaire among the customers of online stores. The independent variables of this research are the credibility of the brand identity and the simplicity of the brand identity, and the understanding of the usefulness of buying customized products online is the dependent variable and the trust of customers is also the mediating variable. In terms of collecting the required data, the current study can be considered a descriptive survey type research that is used to check the distribution of characteristics of the statistical population under investigation. The subject area of this research is investigating the validity and simplicity of brand identity, understanding the usefulness of purchasing products, online customization for customers, and investigating the mediating role of trust. The spatial domain of the research is institutions and companies active in the field of marketing goods and services on the Internet, and the temporal domain of the research is the years 1400 and 1401. The statistical population in this research is all active buyers on internet sites and social networks; With this definition, the statistical population is unlimited. Sampling from the mentioned society was done randomly. To calculate the sample size, Cochran's equation was used and 350 online shoppers were selected from the sample. The method of data collection in this research is the distribution of online and physical questionnaires. The library method has been used to examine the theoretical foundations and background of the subject, and for this purpose, books and articles published in this field (available in specialized journals and reliable internet sites) have been studied and reviewed. Then, structural equation modeling has been used to test the hypotheses and achieve the goals.
Results and Discussion
The results of the research show that brand credibility is a positive influencing factor on customer trust, and brand simplicity is also a positive influencing factor on customer trust. On the other hand, brand credibility has been an influential factor on understanding the usefulness of shopping, and brand simplicity has been a positive influencing factor on understanding the usefulness of shopping. The trust of customers has had a positive and significant effect on the understanding of the usefulness of the purchase. To investigate the role of mediator in this research, Sobel's test was used, based on which, customer trust played a mediating role in the effect of brand reputation on the understanding of the usefulness of shopping. Also, customer trust plays a mediating role in the effect of brand simplicity on understanding the usefulness of shopping.
Conclusion
Although more and more companies are now offering their customers the opportunity to customize their products online, the adoption rate of this type of service is still relatively low but is improving, as customers have to deal with different product features and different product functions. This study provides new insights into how to promote the adoption of online customization services. First, this paper supports the central role of trust in customers' acceptance of online customization services. Existing studies have shown that consumers' perceived risk plays an important negative role in online customization. Customers' trust in online customization not only directly leads to their perceived usefulness, but also mediates the effect of brand identity on perceived usefulness. Therefore, increasing consumer trust is more effective in promoting online customization services. The important role of trust shows that companies should try to build trust relationships with customers by having high security, effective privacy, reliable services, reliable functions and user-friendly systems with their online customization. Second, an authentic and simple brand can increase consumers' acceptance of online customization. The significant (indirect) effects of credibility and simplicity of brand identity on perceived usefulness indicate that (a) consumers readily accept online customization for brands with stronger brand identity and a larger customer base; (b) targeting and promotion of the online customization tool should be more tailored to consumers who have a stronger and more favorable perceived brand identity. Therefore, it is now more important for companies to consider high positions and differentiation to establish brand identity credibility of their target customers. Credibility and simplicity of brand identity can be developed and achieved with advertising message that communicates product quality and online customization services. For example, a previous study shows that brand credibility can be increased by increasing consumer perception of service quality.
 
Keywords
Brand identity
Perception of purchase usefulness
Online customization and trust

Subjects

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Journal of Strategic Management Studies
Volume 16, Issue 63
Summer 2025
Pages 291-305

  • Receive Date 12 October 2023
  • Revise Date 26 December 2023
  • Accept Date 06 June 2024