Predicting Brand Loyalty and Purchasing Decision-Making Styles based on the Use of Virtual Networks in Consumers in Tehran

Saffarinia, Mehrnaz; Saffarinia, Majid; Biabani, Gholamhossein; Mazedi Sharafabadi, Ali Mohammad

doi:10.30473/sc.2025.75381.3091

Document Type : Research Paper

Authors

¹ PhD Student, Department of Communication Sciences, Islamic Azad University, Meybod Branch, Iran

² Professor (two persons), Department of Psychology, Payame Noor University, Tehran, Iran

³ Associate Professor, Crime Detection Group, Amini Police Sciences University, Tehran, Iran

⁴ 4. Assistant Professor, Department of Communication Sciences, Meybod Branch, Islamic Azad University, Meybod, Iran

10.30473/sc.2025.75381.3091

Abstract

This study was conducted with the aim of predicting brand loyalty and purchasing decision-making styles in consumers in Tehran. The statistical population includes shoppers visiting Ofogh Kourosh chain stores in Tehran in the first half of 1403. They were selected using accessible and purposive sampling. The method of the present study is descriptive correlational. The researcher-made brand loyalty questionnaires by Saffarinia et al. (1403) and the consumer purchasing decision-making styles questionnaire by Sprouls and Kandan (1986) were used as data collection tools. In the present study, descriptive statistics were used to describe the data, and inferential statistics and regression methods were used to analyze the data and test the research hypotheses.the findings showed that brand loyalty can be predicted based on decision-making styles for purchasing through virtual networks.
All the correlation coefficients calculated between brand loyalty and habitual and reactive purchasing decision-making styles were positive and significant at the 0.05 alpha level. The positive coefficients indicate a direct relationship between brand loyalty and reactive and habitual decision-making styles (p < 0.05).
Overall, the findings of the present study are consistent with parts of international and Iranian research and indicate that when consumers rely on habit or confusion caused by numerous choices in their purchasing, the likelihood of continued purchase of a specific brand and attachment to it increases.
The findings acknowledge the power of decision-making styles for purchasing in predicting brand loyalty, which shows the importance of individual and psychological characteristics in the marketing and business industry

Keywords

Main Subjects

social Psychology

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Social Cognition

Predicting Brand Loyalty and Purchasing Decision-Making Styles based on the Use of Virtual Networks in Consumers in Tehran

References

References

Volume 14, Issue 27 - Serial Number 27
June 2025

Predicting Brand Loyalty and Purchasing Decision-Making Styles based on the Use of Virtual Networks in Consumers in Tehran

References

References

Volume 14, Issue 27 - Serial Number 27June 2025

Volume 14, Issue 27 - Serial Number 27
June 2025