Abstract
The current research aims to investigate the effect of the brand’s heritage on the quality of the relationship. The main value and contribution of this study was its attempt to bridge the knowledge and application gap regarding the nature of those relationships between the variables of the study by focusing on a real problem based on the question: Is there a moral effect of the brand’s heritage on the quality of the relationship? The study adopted Ford brand customers in Iraq as a study population, and a sample of (250) respondents was obtained after distributing the questionnaire prepared for this purpose based on a scale from previous studies. The questionnaire was published via Google Forms on social media. The results of the questionnaire, after processing it with statistical methods according to the statistical package program (SPSS.V27) and the program (Amos.V27), showed that there is a significant effect of the brand’s heritage on the quality of the relationship with it. The study recommended that Ford brand marketers should be keen to enhance the characteristics that customers perceive about Ford brand products, which they have been dealing with for long periods, which makes them market this brand among others as a result of its distinction in historical values, its continuity and its development in a way that suits the needs and desires of current customers and attracts new customers.
