Investigating the effect of marketing based on local cultural values on brand attachment with the mediating role of group identity Students of the Faculty of Media - University of Baghdad

The aim of the present study was to investigate the effect of marketing based on indigenous cultural values on brand attachment with the mediating role of group identity among students of the Faculty of Media at the University of Baghdad. This study is applied in terms of purpose and descriptive-correlational and quantitative in terms of method. The statistical population consisted of 240 students of the Faculty of Media, who were randomly sampled. Data analysis was performed using structural equation modeling using partial least squares using Smart PLS version 4 software. The results of the study confirmed all hypotheses. Marketing based on indigenous cultural values has a positive and significant effect on brand attachment and group identity; group identity also directly and indirectly (as a mediator) strengthens brand attachment. The findings show that emotional bonds and consumer loyalty become deep and sustainable when brands use indigenous cultural values and symbols in their messages and provide platforms for consumers to feel group belonging. Accordingly, the proposed hybrid culture-identity-belonging model can be considered an effective framework for understanding the cultural mechanism of brand attachment formation in societies with indigenous value contexts. The addition that this paper will provide is to study the impact of marketing based on local cultural values through the opinions of a sample of students from the faculty of media / University of Baghdad.