Revenue Journal: Management and Entrepreneurship, vol. 1 (1), pp. 18-24, 2023
Received 15 August 2023 / published 30 August 2023
https://doi.org/10.61650/rjme.v1i1.175

The dogmatic customer as a mediating
variable between brand trust and
marketing inspiration
Yousif Hchaim Al-Taee1,* and Hussein Muhammad Ali Kashkooul2
1University of Kufa, College of Administration and Economics, Iraq
2Warith Al-Anbiya University / College of Administration and Economics, Iraq
*Corresponding author:

yousefh.altaie@uokufa.iq

KEYWORDS
Brand Trust Dogmatic
Customer Marketing
Inspiration

ABSTRACT The general objective of this study is to identify the importance of the dogmatic
customer as a mediating variable between trust in the brand to achieve marketing
inspiration. Among the cent topics as an independent explanatory variable, marketing
inspiration as a responding variable, and the dogmatic customer as a mediating variable
between them, the analysis was carried out by adopting a set of statistical tools that are
commensurate with the purpose of the study, and the two statistical package programs (Smart
PLS) were adopted, and the research included several conclusions: that the dogmatic customer
The great impact on the unique and introverted behavior and that his ideas that he received
from his narrow knowledge society towards building marketing inspiration for organizations.
The research presented a set of recommendations based on the results that werereached.
© The Author(s) 2023

1. INTRODUCTION
In the fast-paced world of electronic marketing,
understanding the intricate dynamics between
brand trust, customer behavior, and marketing
inspiration is vital for organizations striving to
create impactful campaigns and build long-lasting
customer relationships.(Jamil et al., 2022; Setia et
al., 2020) The concept of a dogmatic customer has
emerged as an intriguing intermediate variable that
could significantly influence these relationships.
(Kostyk & Sheng, 2023; Setia et al., 2020; TimoninaFarkas et al., 2020) This article presents an
analytical study that delves into the opinions of a
carefully selected sample of workers within
electronic marketing organizations to shed light on
the role of the dogmatic customer.
Brand trust has long been recognized as crucial to
customer loyalty and satisfaction. (Hanaysha, 2022;
Lefkeli et al., 2023; Nguyen-Viet et al., 2024)
Customers who trust a brand are more likely to

engage with its products or services, recommend it to
others, and remain loyal over time.
However, recent research suggests that the presence
of a dogmatic customer may complicate this
relationship. A dogmatic customer is characterized by
an unwavering adherence to established beliefs, rigid
preferences, and resistance to change. (Bigler et al.,
2023; Kulikovskaja et al., 2023)
Understanding the impact of dogmatic customers is
crucial for marketers, as their preferences and
behaviors can influence brand perceptions and
marketing inspiration. If these customers have high
brand trust, they may reinforce their existing beliefs
and contribute to a cycle of reinforcement that limits
innovation and hinders marketing inspiration within
an organization. (Hou & JingyuChen, 2023; Kwon et al.,
2023) On the other hand, if dogmatic customers
possess low brand trust, their skeptical- cism may
impede marketing efforts, making it challenging to

inspire them to engage with a brand.(Lefkeli et al.,
2023; Patrizi et al., 2024). To unravel this complex
relationship, our study focuses on the opinions of
workers in electronic marketing organizations. By
examining the experiences, insights, and challenges
faced by these professionals, we aim to gain a
comprehensive understanding of the role of the
dogmatic customer as an intermediate variable
between brand trust and marketing inspiration.
(Jusslin, 2022; Mader et al., 2024; Sawada et al.,
2024)
Through a rigorous analysis of survey responses
and qualitative interviews, we explore the nuances
and implications of dealing with dogmatic
customers in the context of electronic marketing.
(Kulikovskaja et al., 2023; Salonen et al., 2024). Our
study aims to provide valuable insights for
marketers seeking to navigate this delicate balance
between brand trust, marketing inspiration, and the
influence of dogmatic customers.
In the following sections, we will delve into the key
findings of our study, offering practical
recommendations and strategies for organizations
to effectively manage and leverage the potential of
the dogmatic customer. (Aschemann-Witzel et al.,
2023; Enad & Gerinda, 2022; Jamil et al., 2022) By
shedding light on this previously unexplored aspect
of customer behavior, we hope to contribute to the
ongoing dialogue rounding brand management,
consumer psychology, and innovative marketing
practices in the ever-evolving digital landscape.

2. LITERATURE REVIEW
Al-Taee / The dogmatic customer as a mediating
variable

2.1. The Dogmatic Customer
The origin of dogmatics as a closed perceptual
system can be related to Rokeach (1954), but the
first real development was by philosophers. It
appeared as a doctrine claiming that absolute
knowledge and certainty can be obtained using the
mind, the senses, or experience in exchange for the
doctrine of doubt, so it is one of the fertile topics in
psychology, especially cognitive psychology. In the
same context, some studies concluded that
dogmatism is a feature of the concept of
personality. (Aschemann-Witzel et al., 2023; Jamil
et al., 2022) Some individuals have information,
knowledge, and experience that they think is
completely correct, and the nature of their
personality usually has clear reflections and effects
on their behaviors. The initial perception of the
concept of dogmatics appeared by (Rokeach 1954)
when he was studying at the University of Michigan
and wrote three articles to explain his vision. Many
schools also liken dogmatism to Machiavellianism
about the principle of ”the end justifies the means”,

this shows that dogmatism is based on inflexibility and
openness to new ideas and visions, so dogmatists
often tend to reject new ideas, this is consistent with
the theory of philosophy ” If the old ways that were
good enough for those who came before me (my
grandparents) are also good enough for me. (Paul,
2021).
Some customers are very biased toward the products
of some organizations, and he is the fierce defender
because of his absolute loyalty to this product or his
affiliation with the organization that produces these
products. (Boukhatmi et al., 2023; Mansoor et al., 2024a;
Ruban & Rydén, 2019; Timonina-Farkas et al., 2020) He
sees no other than this product and re-jects all
competing products, even if these products show
higher specifications than the product that weaves
certain ideas with privacy, and this is called the
dogmatic customer or (the caravan customer). (Agag et
al., 2024; Frasquet et al., 2024a; Timonina-Farkas et al.,
2020)
The behavior of this customer is clear in the fierce
defense of the products he desires or produced by the
marketing organizations that have tried hard for years
to keep this customer and not neglect him, and to
return the favor to these organizations, the customer is
always in a de- fensive position and has absolute loyalty
to the products of these organizations, even if these The
products are old and classic, but there is a positive
feeling and pleasant memories associated with these
products, which turns this customer into a fanatic in his
opinion with all parties and is not convinced of any
alternative or justification that the product is not good.
(Aschemann-Witzel et al., 2023; Salah & Ayyash, 2024)
This confidence in the product stems from the
experience of this product and the long years, which
stimulated in the mind that this product is optimum.
Sharma (2018) added that dogmatism is refraining
from accepting new ideas, while (Shimp & Sharma)
indicated that dogmatism is resistance to changing the
system of conviction or condemnation. Also, highly
dogmatic individuals have systems that represent their
closed beliefs and their inability to change. Other terms
that appear when scribing ideological individuals are
anti-democratic,
intolerant,
narrow-minded,
authoritarian, and rigid. (Bigler et al., 2023;
Kulikovskaja et al., 2023; Schauman et al., 2021) Also,
dogmatic individuals are usually uncomfortable with
the unfamiliar and deal with it defensively, and a highly
dogmatic person is not only disturbed by stimulus
ambiguity or certainty but is also more inclined to
easily accept the vice of distinguished contacts. Low
are constantly comfortable with change and ambiguity,
have more open belief systems and beliefs, and evaluate
information on a more objective basis. (Sharma, 2018;
Wad et al., 2023; Dyah Yuniwati et al., 2023; Khalaf &
Hamad, 2023; Ruban & Rydén, 2019).
As asserted (Goldsmith, 2015) dogmatism was originally
conceived as a component of the broader concept of
19

authoritarianism and defined a continuum
representing the “open” mind versus the “closed”
mind. Highly dogmatic individuals stick to their
beliefs, are less open to change, and resist efforts to
change their views.
So dogmatism has not received a great deal of
research attention from consumer researchers,
perhaps because of the shortcomings of its
measurement. (Frasquet et al., 2024b; Salonen et
al., 2024) This new measurement tool should allow
consumer researchers to investigate the potential
impact of dogmatism on consumer interaction with
marketing stimuli.
Often the purpose of advertising and promotion is
to change consumers’ opinions in favor of a brand
being promoted. Consumers who stick to their
beliefs present a particularly difficult challenge.
(Ahmed & Kumalasari, 2023a; Anisur Rahman, 2023b)
Ex- amining how dogmatism affects consumer
reaction to persuasion can lead to more effective
appeals. Whereas (Mil- ley, 2015) the concept of
dogmatism, as developed by Rokic, is similar to the
concept of authoritarianism in that the basic basis
of each concept is to look at the individual
according to the extent to which he relies on an
external source of authority to validate what he
does or does not The main difference between
these two concepts is that dogmatism is relatively
devoid of political idealism, while authoritarianism
is geared more to ward off the politically
conservative type of authoritarianism. Dogmatism
also at- tempts to make use of the belief structure of
the individual, while the concept of authoritarianism
is more geared toward the content of a conservative
political belief (Prochi- antz, 2018; Ahmed &
Kumalasari, 2023; Al-Filali et al., 2023; Anisur
Rahman, 2023a; Dharmayanti et al., 2023).
In this sense, studies indicate that the dogmatic
customer is a characteristic of the personality
concept of individuals who possess information,
knowledge, and experience, that they believe to be
completely correct and usually the personal nature
has clear implications and influences on the
behavior of individuals, where employees play a
role Fundamental to the success of any
organization through the retention of talent,
especially that organizations in which employees
communicate with customers, so this study aims to
identify the relationship between dogmatism, which
is intellectual inertia, the desire to win, the
adoption of aggressiveness, cognitive closure, and
the retention of talented human resources. Here,
the importance of abandoning practices that create
a dogmatic customer to retain talent has been
emphasized (Azeez, 2020; Alqudah, Amran, et al.,
2023; Alqudah, Lutfi, et al., 2023; Anisur Rahman,
2023b; (Lucan) et al., 2015; Silva et al., 2023).
20

Schulz (2020) defined the dogmatic client as an
approach to ideas that emphasizes strict adherence to
dogma over rational and informed research. The
opposite approach is probably best described as
rationalism (meaning a dedication to clear logical
reasoning and independent thinking) or perhaps
eclecticism.
Pryiomka (2018) that dogmatism is the tendency to
position principles as indisputably true, without regard
to evidence or the opinions of others. Battery (2018)
defined dogmatic behavior as a personality trait that
measures the degree of rigidity shown by the
individual toward the unfamiliar and information that
contradicts their deeply held beliefs, so the consumer
who is low in dogmatics will likely prefer innovative
products over old ones, and Highly dogmatic
consumers, are more accepting of authority-based
advertisements for new products.
Therefore, the researchers knew that the dogmatic
customer is that customer who embraces the brand
alone due to the existence of an emotional and mental
attachment to this brand, which creates a fa- nautical
and fanatical opinion towards him through the
customer’s desperate defense of the right of this
brand.
He added (Aji, 2019) that the policy of dogmatism is
changeable, and unjustified certainty. Dogmatic
individuals- also can be divided into two camps: highly
dogmatic and low dogmatic, in that a highly dogmatic
person has a closed belief system, and does not readily
accept unwanted new formation. (Aschemann-Witzel
et al., 2023; Schauman et al., 2021) The low dogmatic
person is the opposite, they have an open mind or
belief system, which means they are open to new
information. So many definitions have appeared about
(Al-Nasrawi et al, 2018).

2.2.

Trust In The Brand

In the trademark literature, the concept of brand trust
is based on the perspective of the relationship between
the brand and consumers. (Frasquet et al., 2024a;
Kostyk & Sheng, 2023) There have been many concepts
of brand trust in the current literature on branding.
Trust is consumers’ confidence in the quality and
credibility of the products offered by the seller
Recognition of brand trust is customers' willingness to
rely on brand sense to achieve its stated objective
Similarly, brand trust is an expression of belief while
communicating with a brand that relies on thinking
that the brand business will continue to be reliable and
satisfactory to the purchaser, that the concept of trust
is appropriate only in circumstances of risk (for
example, in the case of wider or smaller variety
between brands). Strictly speaking, trust declined in
situations where the buyer saw the goods as very
unsafe because he knew he could rely on the trusted
brand (Dam, 2020).

So brand trust has also been defined as the
willingness of the buyer to rely on the brand from
the point of view of uncertainty since the
expectation that the brand will produce positive
results. Kim & Chao (2019) added that brand trust
refers to consumers’ perception of a brand’s ability
to deliver on its promise.
Therefore, the concept of trust received a lot of
attention from scholars in several fields such as
psychology, sociology, and economics, as well as in
applied fields such as management and marketing, as
building trust and maintaining- ing it with
cleanliness leads to building a long-term
relationship with customers depends on the extent
of brand success in Under a strong competitive
environment in the market. (C he n e t a l., 2021;
L ee e t al ., 2023; Le fke li e t al ., 2023)
Where trust in the brand was characterized as
the key variable for long-term relationships with
customers (Hamza, 2020). Febrian & Fadly (2021)
defined brand trust as a psychological state
consisting of the intention of acceptance based on
the intention of positive expectations or the
behavior of others.
Therefore, there are many definitions of trust in the
trademark, as some definitions of trust show a
dependent relationship between two parties in
which one party relies on another party to satisfy
his needs. (Abdul Aziz et al., 2023; Alzahrani et al.,
2017) One party believes that his needs will be
satisfied in the future with a set of works that the
other party will perform. On the other hand, there
is a set of definitions that added a set of feelings
and feelings to the relationship between the two
parties in addition to reliability. Also, trust in the
brand refers to the customer’s tendency or
willingness to rely on the brand’s ability to perform
its specific functions. Trust is the ability of a brand
to meet the customer’s value expectations.
Trust in the brand in the service sector is an
emotional tendency represented by the customer
accepting the risk resulting from his dealings with
the owner of the trade- mark, in other words to
what extent the customer has confidence and
credibility in the brand he intends to purchase
through his knowledge of the brand and his
previous experiences and experiences with it and
what others have re- ported about it (Hamza,
2020).
The importance of trust in the brand also lies in
developing positive attitudes towards the service
and ultimately pours into commitment to the
service or the commodity, and this is expressed in
the successful relationship between the customer
and the brand, as trust in the brand is an essential
variable in developing a permanent desire to

maintain a long-term relationship with customers, as
well Trust plays different roles in predicting future
customer intentions in terms of their acceptance of a
relationship with the service brand, whether it is low
or high.

2.3.

Marketing Inspiration

The term ”inspiration” has been used in diverse
disciplines (literary criticism, theology, psychology) and
literature within psychology (eg, social comparison,
humanism, creative process). (Hou & JingyuChen, 2023;
Mansoor et al., 2024b) The term is often not defined,
used interchangeably with other constructs, or
referred to only to be criticized as mythical,
unimportant, or unscientific. To complicate matters,
inspiration has historically been studied in a fieldspecific way, with little communication between
researchers across fields (Lijun & Xin, 2013).
An inspired- ratio is the act or power of exerting an
uplifting or stimulating effect on the mind or emotions;
The result of this effect accelerates or stimulates;,
occasions inspiration, art, etc. (Huaxing & Liang; Chang
& Zhang, 2010) recognizing the need for a unified and
integrated definition of inspirational architecture,
added with the task of developing a general conception
of the field based on basic commonalities in diverse
literature. These efforts have resulted in three
complementary frameworks To visualize inspiration
that focus on the different aspects of constructing
definition: basic characteristics, constituent processes,
and transmission model. As defined (Ottman, 2017)
marketing inspiration is a motivational state that
compels individuals to realize ideas. As defined by
Rauschnabel (2019), one of The most important factors
that help motivate marketers in marketing operations
is that thing that happens when the marketer feels that
he has an incentive and motivation to bring life and the
labor market into a new idea after realizing
spontaneously and the existence of new possibilities.
Inspiration is one of the most distinguishing
characteristics of the logistics of a successful marketing
leader. (Liu et al., 2008; Wang et al., 2010) In this
capacity, he can help every member of the work team
who seeks excellence to reach this goal. Change in the
world and inspire them in a way that pushes them
towards that and makes their positive impact extend to
their communities (Khoi, 2020). Therefore, the
researchers knew that marketing inspiration is the use
of marketing motivation to create good and inspiring
ideas for the organization, which in turn activates
marketing behaviors to produce products of
organizational benefit and overcome competitive
challenges by relying on marketing innovation and
creativity. As inspiration involves the stimulus and the
activating and directing of behavior, inspiration is
elicited rather. (Antonopoulos et al., 2023; Hou &
JingyuChen, 2023). Than initiated directly through an act
of will or arising without apparent cause.
21

Inspiration involves going beyond the ordinary
preoccupations or limitations of human agency.
These characteristics are suggested in the definition
and have been explicitly or implicitly identified by
theorists across disciplines. The term trigger is used
to refer to the stimulus element that draws
inspiration (for example, a person or an idea), and
target to refer to the object to which the resulting
stimulus is directed (for example, a subjective goal, a
personal goal, or an innovative product) (Thrash &
Elliot, 2003).
Inspiration is defined as a feeling as- associated with
motivation towards realizing or evoking an idea, so
the inspiration of the vision represents a strong
positive belief in the organizational vision and
emotional attachment to it. (Chai et al., 2023;
Frasquet et al., 2024b; Hoever et al., 2023) Vision
inspiration involves members of an organization
who see strong connections between their selfconcepts (and the values they embody) and the
values and outputs embodied in the organizational
vision (James & Lahti, 2011; Jones et al. (2014).
Inspiration has distinct functions in organizing
behavior, for example, difficult situations are
strongly linked to the idea of a meaningful and
realistic life, as inspiration usually works in
organizations amid challenges, setbacks, and
difficult requests. Thus, the complexity of the
situation we face appears to be an important
predictor of inspiration that helps employees
overcome the challenges they face in the workplace.

3. CONCLUSION AND RECOMMENDATION
3.1. Conclusion
The dogmatic customer affects the overall
performance of the organizations, especially the
brand standing of the researched organizations.
Inspiration of talents may lead to easy access to
customers and investors, and thus lead to
confidence in the brand that the dogmatic
customer is keen on. Dogmatic behaviors lead to a
lack of customer retention and regular customers. 4.
It turned out that the study sample had an
orientation toward developing the brand and
products of the researched organization, and this is
what was known through the current circles and
their answers through the results of the
questionnaire. Developing confidence in the brand
and spiration, because the employees possess it,
leads to creating distinguished relationships
between individuals- als in different fields, and
achieving methods of influencing others through
marketing inspiration in the organizational work
environment, thus stimulating the human resource
that contributes to increasing marketing and ininnovative processes.

3.2. Recommendations

Work to establish strategic alliances between the
22

organization examined in the study sample and other
organizations to invest experiences, skills, and
confidence between products reduce weaknesses in the
organization and work on developing administrative
programs. It focuses on innovations to adapt to
environmental pressures and changes, as it represents
the basic foundation for building economic progress in
general and the success of business organizations in
particular. The possibility of transferring experiences
and knowledge between organizations, and the need to
work on promoting a deep understanding of inspiration
and confidence towards dogmatism towards products.
We recommend giving sufficient attention, especially
by the senior leadership in the researched
organization, to the study variables and translating
them into tangible action. Paying attention to
environmental
aminations
and
analysis
of
environmental factors contribute to setting a clear and
achievable vision and gives a clear vision of the shape
of the future picture.

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