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The Relationship Between Ethical Marketing and Service Intention: The Mediating Role of Perceived Brand Value
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Hossein Rahimi kolour1   , Kianoosh Morsali hir2 |
1- Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. , Hrk6809@gmail.com
2- Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. |
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Abstract: (104 Views) |
Background: Nowadays, competition among service institutions, including banks, has increased significantly, and it is very important to identify and improve the factors that affect consumers' intention to use the services of institutions. Among the things that can affect consumer behavior is creating an ethical and positive image of the brand. The aim of this study is to investigate the effect of ethical marketing on service intention through the mediation of perceived brand value.
Method: The present study was conducted using a descriptive correlational method, specifically structural equation modeling. The statistical population of the present study is the customers of the National Bank of Ardabil Province. In this study, the sample size was determined as 384 based on the Cochran formula and this number of questionnaires were distributed. Of this amount, 330 questionnaires could be examined and analyzed. To measure the ethical marketing variable, the Ghasemi questionnaire 1395 was used, for the perceived value variable, the Ozir Hossein et al. (2020) questionnaire, and the Yaghoubi questionnaire 1396 was used. To examine the research model, studies were reviewed with the help of factor structure analysis and path analysis and using Lisrel software.
Results: The results of the study showed that ethical marketing, mediated by perceived brand value, has a significant effect on the intention to use the service, and ethical marketing has a significant effect on perceived brand value and also on the intention to use the service.
Conclusion: The effect of ethical marketing on the intention to use the service of Bank Melli customers is intensified by the variable of perceived brand value, and if the perceived brand value of Bank Melli increases, this effect will be stronger, and if the perceived brand value of Bank Melli weakens, this effect will naturally weaken |
Article number: 17 |
| Keywords: Ethical marketing, Intention to use the service, Perceived brand value |
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Full-Text [PDF 381 kb]
(82 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2024/05/4 | Accepted: 2024/07/31 | Published: 2025/05/24
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