Analyzing the Role of Consumer Attitude in the Path of Brand Value Creation (Case Study: Refah Chain Stores)
Keywords:
Refah chain stores, brand value creation , Consumer attitudeAbstract
The purpose of this study is to investigate the impact of consumer attitude on brand value creation in Refah chain stores. This descriptive-correlational and survey-based study was conducted among customers of Refah chain stores. Using Cochran’s formula, a sample of 384 customers was selected. Data were collected through a validated Likert-scale questionnaire whose reliability was confirmed by Cronbach’s alpha (0.81). Structural equation modeling based on the Partial Least Squares (PLS) approach was applied using SmartPLS to examine the conceptual model and test the hypotheses. Path coefficients, t-values, and significance levels were calculated to determine the strength and direction of relationships among the latent constructs. SEM results revealed that consumer attitude significantly and directly influences brand loyalty and repurchase intention. Causal conditions showed strong positive effects on contextual conditions (β=0.827), intervening conditions (β=0.725), and core categories (β=0.326). Key determinants such as shopping experience, brand advertising, perceived product quality, and brand–customer interactions were identified as major drivers of positive consumer attitudes and enhanced brand equity. Furthermore, a strong and significant relationship between strategies and outcomes was observed (β=0.712). The findings demonstrate that consumer attitude plays a critical and foundational role in shaping brand equity within Refah chain stores. Enhancing customer experience, improving advertising strategies, and strengthening perceived quality can effectively boost loyalty and repurchase intentions. Focusing on consumer perceptions and emotional responses provides a sustainable pathway for long-term brand value creation.
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Copyright (c) 2025 Ali Hosseini (Author); Azam Rahimi Nik; Seyed Abbas Heidari (Author)
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