Considering Effect of Self-Picture Accommodation on Trade Mark Commitment Between Iran Khodro Corporation Customers in Ahvaz

Abstract

This study is to test a model dealing with effect of accordance of self-picture on trade mark commitment- this model claims that accommodation of self-picture on trade mark commitment is of positive and significant influence through functional accordance, involving consumer with product and business relation quality. In this study automobiles made by Iran khodro were used because these products have higher costs than other ones made in Iran and most of consumers regard higher value made in Iran and most of consumers regard higher value for them. Polling was performed through questionnaire from Iran khodro corporation products. This study shows that self picture accommodation, functional accommodation and involving with product is of positive and significant influence on trade mark commitment.