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
Mohammad Fallah Tazehabadi 2
Ameneh Rezazadeh 3
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
3 PhD in 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
Aziz, R., & Rahman, Z. (2022). Brand hate: A literature review and future research agenda. European Journal of Marketing. Advance online publication. https://doi.org/10.1108/EJM-10-2021-0774
Azizi, S., Maleki, N., & Ramouz, M. (2023). Brand management: A case study of Apple mobile phone customers. Journal of Consumer Behavior Studies, 10(2), 138–159.
Chairunnisa, A., & Ruswanti, E. (2023). The impact of customer engagement on brand loyalty: The mediation roles of brand attachment and customer trust. Jurnal Multidisiplin Madani, 3(4), 789–801.
Chu, K. K., & Li, C. H. (2012). The study of the effects of identity-related judgment, affective identification and continuance commitment on word-of-mouth behavior. Quality & Quantity, 46(1), 221–236. https://doi.org/10.1007/s11135-010-9396-z
Danaei, H., Mahmoudi Meymand, M., & Vali, P. (2013). The effect of brand social power on customers' purchase decisions: A case study of Iran Avandfar Company (Bas Shampoo). In Proceedings of the 11th International Conference on Management. Tehran, Iran: Ariana Industrial Research Group.
Haji Ali Akbari, F., Farhangzadeh, A., & Eskandari, Y. (2015). Identifying the impact of internal brand dimensions on automobile body insurance purchase decisions among insurance companies in Zanjan. In Proceedings of the First International Conference on Accounting, Management and Innovation in Business. Gilan, Iran.
Hegner, S. M., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13–25. https://doi.org/10.1108/JPBM-01-2016-1070
Heidarzadeh, K., Alvan, M., Ghalandar, M., & Ghalandari, K. (2015). Investigating the effects of brand social power dimensions based on customers' levels of mental readiness on purchase decisions. Management Futures Studies, 21(3), 27–52.
Heidarzadeh, K., Alvan, M., & Ghalandar, M. (2019). Investigating the effects of brand social power dimensions on customer purchase decisions based on brand mental readiness levels. Management Futures Studies, 21(3), 27–52.
Henning, E., & Kirchgeorg, M. (2025). Purpose-driven brand identity: Unveiling the link between brand purpose and brand identity. Journal of Product & Brand Management, 34(4), 532–547.
Kamboj, S., & Sharma, M. (2023). Dark side of consumer–brand relationships: A brand hate perspective in anti-brand social media communities. Journal of Global Marketing, 36(4), 245–267. https://doi.org/10.1080/08911762.2022.2151628
Kashtdar, M., Ghasemi, D., & Nazanin, N. (2021). Analysis of the relationship model among brand identity, authenticity, brand love, and brand social power. Research in Educational Sport, 8(19), 163–178.
Khatoon, A., & Pandey, M. (2025). Emotional and formative aspects of brand hate in the literature: Thematic analysis and scientific mapping. Cogent Business & Management, 12(1), Article 2637248. https://doi.org/10.1080/23311975.2025.2637248
Mirzaei, K., Ahmadi, S., & Nouri, P. (2023). Evaluating tourism entrepreneurs' performance using a data-driven approach. Iranian Economic Research, 28(95), 155–173.
Mousavi, S. N., Nejad, S. A., Ghafouri, A., & Mir, Z. (2023). Investigating the effect of brand authenticity on customer self-concept: The mediating role of brand social power. Business Management Perspective, 22(2), Article 7.
Phung, M. T., Ly, P. T. M., & Nguyen, T. (2019). The effect of authenticity perceptions and brand equity on brand choice intention. Journal of Business Research, 101, 726–736. https://doi.org/10.1016/j.jbusres.2019.01.002
Prayustio, H. B., & Wilujeng, I. P. (2024). Brand power: The ability of brands to influence consumer behaviour. In Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024) (pp. 91–100). Atlantis Press.
Rai, A., Chawla, U., & Chattopadhyay, S. (2023). Brand hatred: A literature review and research agenda. International Journal of Professional Business Review, 8(3), e01304. https://doi.org/10.26668/businessreview/2023.v8i3.1304
Rahbari Pak, N., & Yazdani, N. (2023). The impact of brand hate dimensions on consumer behavior. In Proceedings of the International Conference on Management. Tehran, Iran.
Rashidi, M., & Abbaspour, J. (2023). Investigating the effect of relationship marketing foundations on consumer loyalty in Iran: A meta-analysis approach. Journal of Advertising and Sales Management, 4(3), 79–90. https://doi.org/10.22034/JABM.2023.350125.15564
Rixom, J. M., & Rixom, B. A. (2023). Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices. Journal of Consumer Behaviour, 22(3), 721–737. https://doi.org/10.1002/cb.2130
Samiei Nasr, M., Alavi, S. M., & Najafi Siahroodi, M. (2011). Investigating the factors affecting customers' brand choice using factor analysis. Marketing Management, 10, 47–64.
Shoja, A., & Vaziri, F. (2018). Brand hate: Investigating and analyzing the antecedents and consequences of brand hate. Modern Marketing Research, 8(2), 189–204.
Tabatabaei, S. M., & Abikari, M. (2020). Investigating the impact of cognitive distortions on consumers' negative emotions toward brands and their behavioral responses. Business Strategies, 11(4), 19–32.
Tarat, A., Asgarnejad Nouri, B., & Mola Gholghachi, M. (2023). Investigating and prioritizing the factors affecting brand hate in the automobile industry. Scientific Quarterly of Standard and Quality Management, 13(3), 73–110.
Zarantonello, L., Romani, S., Grappi, S., & Fetscherin, M. (2018). Trajectories of brand hate. Journal of Brand Management, 25(6), 549–560. https://doi.org/10.1057/s41262-018-0085-5

  • Receive Date 16 January 2026
  • Revise Date 07 February 2026
  • Accept Date 06 March 2026