Validation of the Abandoned Brand Damage Model Based on the Study of Brand Image Damage in Imported Luxury Cars in Iran
Keywords:
imported luxury cars in Iran, validation, brand image damage, abandoned brand damageAbstract
Objective: This study aims to validate a model for assessing damage to abandoned brands, focusing on the impact of this phenomenon on the brand image of imported luxury cars in Iran.
Methodology: A mixed-method design was employed. The qualitative phase involved semi-structured interviews with experts in the luxury car import sector, analyzed through grounded theory techniques. The quantitative phase collected data from 731 luxury car owners and analyzed it using Structural Equation Modeling (SEM) with the PLS approach via SmartPLS software.
Findings: The qualitative analysis led to the construction of a paradigm model incorporating causal conditions, contextual factors, intervening conditions, strategies, and consequences. The quantitative SEM analysis revealed all path coefficients were statistically significant (t > 1.96), with a GOF index of 0.431 and all factor loadings exceeding 0.30, indicating good model fit. Both convergent and discriminant validity were confirmed, as were CV Com and CV Red values, supporting the reliability of both the measurement and structural models.
Conclusion: The validated model effectively captures the dynamics of abandoned luxury automotive brands, highlighting their influence on customer perception, brand trust, and repurchase intention. The findings offer a robust framework for restoring brand image in crisis contexts caused by international sanctions and disrupted manufacturer-dealer relations.
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Copyright (c) 2026 Ahmad Mohammadali Khaki, Amir Mohammadzadeh, Mehdi Zakipour (Author)
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