نوع مقاله : پژوهشی
دانشگاه آزاد اسلامی، تهران شمال
عنوان مقاله [English]
The purpose of this study is to find the Patterns of brand dependence on consumer behavior with brand preferences. The research method used in this research is a kind of exploratory blend type, quantitatively and qualitatively. The technique used for collecting information and analyzing data was used in the fuzzy qualitative method based on the theory of data and in the bag phase, the modeling method of equations structures was used to measure the modeling of the model. In this study, to design and present the pattern using exploratory mixtures in the first stage, using 15 experts and specialists and adapting the study resources, modeling framework and validation, then in the second stage of the research, proposed model and structure The goal of the community was tested with 384 results, which confirmed the hypothesis of the research. In order to identify and solve the problem, open source, axial and selective coding, dimensions, mules and indicators were determined, then the relationships between the variables were determined and at the end, validation and adaptation patterns were performed. Based on the results, establishing affiliation and brand preferences can have a significant impact on brand value, and brand equity also affects the quality of service received.