تبیین مدل رفتاری انتخاب برند در صنعت خودرو ایران: نقش میانجی احساسات منفی در فرایند نفوذ اجتماعی برند

This study aims to investigate the mediating role of brand hatred in the relationship between brand social power and purchase intention toward products of Iran Khodro and Saipa. In terms of purpose, this research is applied, and in terms of method, it is a descriptive-survey study of correlational type. The statistical population consisted of potential customers of these two brands, from which 385 individuals were selected using convenience sampling based on Cochran's formula. Data were collected through questionnaires on brand social power and purchase intention (Poung et al., 2019) and brand hatred (Shoja & Vaziri Sadegh, 2018). The validity and reliability of the instruments were confirmed, and data were analyzed using structural equation modeling with a partial least squares approach in SPSS and SmartPLS.

The results indicated that brand social power has a positive and significant effect on customers' purchase intention and reduces brand hatred. Furthermore, brand hatred exerts a negative and significant effect on purchase intention. The mediation test results revealed that brand hatred partially mediates the relationship between brand social power and purchase intention. Accordingly, strengthening the dimensions of brand social power—particularly authenticity, expertise, and credibility—can diminish customer negativity and enhance the repurchase intention toward domestic brands.