A Study on the Effect of Social Capital on Brand Selection among Consumers of SNOWA Home Appliances in Chaloos City

The present paper aims at investigating the effect of social capital on brand selection among consumers of SNOWA trademark in Chaloos city.Wellman's theory of network social capital is the theoretical base of the research. Required data to perform this descriptive research was collected by a standard questionnaire. Research population was composed of all consumers of SNOWA brand in Chaloos city. Because of unlimited population, random sampling and Cochran's formula were used to 228 individuals were selected as the sample. Obtained data was analyzed through SEM method in AMOS22 and one-sample t-test in SPSS21 was used to examine variable means. Findings demonstrated that social capital is effective on brand selection. Hence the SNOWA brand is suggested to use the competitive advantage it gains via communication structure and social capital among customers and to conduct and adopt required strategies to improve and enhance company's scopes of activity and expand the social network through its customers.