A Study of the Factors Affecting Brand Love(Case Study: Fars Province Telecommunication Co. Staff)
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 1
Abstract
Brand love is a relatively new subject in marketing literature. Consumers in the present market expect gaining satisfaction from their purchase of products or brands; but, customer satisfaction is not adequate in the creation of a continuous relationship with brand. For creating consumer loyalty, it is necessary to develop an emotional bond more than satisfaction. The present study explores the impact of the some factors on brand popularity: variety seeking, brand image and social self. The study is of descriptive correlational type. The population of the present study was randomly selected among the owners of the cellphone brands of Apple, Samsung, Sony, Nokia, HTC, LG, Dimo and GLX in Fars Province Telecommunication Company. A questionnaire was employed for data collection. In proportion to the sample size, 270 questionnaires were distributed and finally 242 questionnaires were analyzed. Data analysis was done through structural equation modeling technique by software Smart-PLS, LISREL 8.8 and SPSS 22. The results obtained indicate that variety seeking, brand image and social self affect brand popularity.
Authors and Affiliations
Ebrahim Beiraghipanah, Mehrnoosh Hooshmand Rad
Keywords
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