Explaining the Behavioral Model of Brand Choice in Iran's Automobile Industry: The Mediating Role of Negative Emotions in the Process of Brand Social Influence

Document Type : Original Article

Authors
Homayoun Asadi 1
Ameneh Rezazadeh 1
Mohammad Fallah Tazehabadi 2
1 PhD in Entrepreneurship, Faculty of Management, Sari Branch, Islamic Azad University, Sari, Iran
2 Master of Business Administration, Faculty of Management, Sari Branch, Islamic Azad University, Sari, Iran
10.22034/jmek.2026.590720.1203
Abstract
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.
Keywords
Consumer Behavior
Negative Emotions
Social Influence
Monopolistic Market
Structural Equation Modeling
Subjects

  • Receive Date 09 July 2026
  • Accept Date 01 March 2026