Perceived quality and emotional value among Iranian consumers’ strategies

Abstract

The purpose of this paper is to examine the direct and indirect effects of product-oriented variables (i.e. customer`s need for uniqueness (NFU), and attitudes toward Korean products), and brand-specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US brand versus a local brand that are available in the Iran market.  Data obtained from 142 consumers in Iran were analyzed using Structural Equation Modeling (SEM). This study finds that Iranian consumers' need for uniqueness positively influences attitudes toward Korean products. Attitudes toward Korean products positively affect perceived quality and emotional value for a foreign brand in a better way. Also By increasing acceptance of perceived quality and emotional value of foreign brands consumers are more motivated to buy foreign brands.  As Iran is witnessing multitude of US retailers in its market, this paper aids in the better understanding of the Iranian consumers and their perceptions toward US and local home appliances brands.