Journal of Strategic Management Advances

Journal of Strategic Management Advances

Investigating the effect of brand identity and superiority on brand defense and concealment of negative information by analyzing the mediating role of social interactions and brand advocacy.

Document Type : Original Article

Authors
Zahra Mohammadzadeh 1
Omid Behboodi 2
Maedeh Kazemi Rad 3
1 Assistant Professor, Department of Management, Binaloud Institute of Higher Education, Mashhad, Iran
2 Assistant Professor, Toos Institute of Higher Education, Mashhad, Iran
3 MSc on Business Administration in Marketing, Binaloud Institute of Higher Education, Mashhad, Iran
10.22034/jsma.2026.552863.1043
Abstract
The purpose of this research was to examine the effect of identity and superiority of the brand to defend the brand and cover up negative information by examining the role of community interaction and brand evangelism. The research method is applied in terms of objective and survey in terms of descriptive method. The statistical population of this research is the customers of DigiKala, whose number is uncertain, and due to the uncertainty of their number, Cochran's formula is used, and the number of 384 people is considered as a statistical sample, which is selected using the available non-random method. A questionnaire has been used to test the hypotheses and also to analyze the data. The validity of the questionnaire was examined and confirmed in two ways, construct validity and face validity, and Cronbach's alpha and composite reliability were used for reliability, which showed good results. The results showed that brand identity and brand superiority have an impact on brand community interaction; Also, the interaction of the brand community has an effect on brand evangelism. The results showed that brand evangelism has an effect on covering up negative information and protecting the brand, and finally it was shown that brand community interaction has an effect on brand protection and covering up negative information, and it mediates the effect of brand evangelism on protecting the brand and covering up negative information.
Keywords
Brand Community Interaction
Brand Evangelism
Brand Defense
Brand Superiority
Journal of Strategic Management Advances
Volume 2, Issue 1
Spring 2025