Agricultural Economics

Agricultural Economics

Investigating the effect of agricultural product brand attractiveness on customer perception with the mediating role of customer satisfaction and customer knowledge management in Golestan Company products in Tehran City.

Document Type : Research Paper

Authors
Naser Seifollahi 1
mehri maghami dolat abad 2
1 Professor and faculty of the Department of Management, University of Mohaghegh Ardabili
2 University of Tehran
10.22034/iaes.2025.2052631.2108
Abstract
The purpose of this study is to investigate the effect of brand attractiveness on customer perception with an emphasis on the mediating role of customer satisfaction and customer knowledge management in the field of agricultural products of Golestan Company in Tehran. Given the importance of customer perception of the brand and its effect on loyalty and repeat purchases, the main purpose of this study is to analyze how brand attractiveness affects customer perception through two basic factors: customer satisfaction and customer knowledge management. This study is a descriptive-survey type and the statistical population includes consumers of Golestan products in Tehran. Using the Cochran formula, 344 people were selected as a sample and data were collected using a standard questionnaire. The validity of the questionnaire was confirmed using confirmatory factor analysis and its reliability was confirmed with Cronbach's alpha. The data were analyzed descriptively with SPSS software and inferential analysis was performed with AMOS factor analysis software. The findings showed that brand attractiveness has a positive and significant effect on customer perception and this effect is strengthened through customer satisfaction and customer knowledge management. Brand attractiveness has a significant relationship with customer perception not only directly but also through mediating factors. The results also showed that strengthening brand attractiveness and improving customer satisfaction can enhance customer perception of the brand and agricultural products of Golestan Company. This research provides innovations in analyzing the relationships between brand attractiveness, customer satisfaction, and customer knowledge management and helps to better understand the effects of these factors in the field of agricultural products.
Keywords
Brand attractiveness
customer perceptions
customer satisfaction
customer knowledge management

Subjects

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