Studying the Effect of Perceptual Similarity Consumer from other Customers on Corporate Marketing Performance (Case Study: Isfahan's Iran Khodro Customers)

Similarity among consumers can be identified as a major factor that attracts consumers towards a company or a brand.Interactions between consumers by perceptual similarity can be determinant of corporate image and as a potent source of competitive advantage . The purpose of this study was to investigate how the formation of a corporate image through perceptual similarity consumer from other customers and the impact on the corporate marketing performance. Population studied Iran Khodro's customers are located in the city of Isfahan that 172 person selected randomly and to collect data from these were used to questionnaires that its justifiability was confirmed by the supervisors, advisors and management specialists and experts and its reliability was confirmed 0/89 by Cronbach alpha .Collected data analyzed by SPSS and AMOS softwares. This research including of a main hypothesis (studying a significant effect of perceptual similarity consumer from other customers on corporate marketing performance) and eight sub-hypotheses (studying a significant effect of perceptual similarity consumer from other customerst on consumer emotional attachment to the company and consumer – company identification , studying a significant effect of consumer emotional attachment to the company on consumer – company identification and the corporate image, studying a significant effect of the consumer – company identification on corporate image , studying a significant effect of corporate image on customer behavioural loyalty and purchase / repurchase intention and customer extra- role behaviours )that based on the results, all of research hypotheses were confirmed . Results of this study showed that the fourth sub-hypothesis (impact of consumer emotional attachment to the company on corporate image ) with the path coefficient 0/90 has the greatest impact and the third sub-hypothesis ( effect of consumer emotional attachment to the company on consumer – company identification ) with the path coefficient 0/68 is the least affected.