Articlebronze2013

Analyzing the Antecedents and Consequences of Brand Love with a Case Study on Apple Cell phone Users

19 citations0/0 files storedInternational Journal of Academic Research in Business and Social Sciences

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Today facing with unstable nature of consumers' needs makes it crucial for companies attract and maintain loyal customers to their brands.Therefore due to the importance of brand love in attaining this goal the aim of this study was to analyze the antecedents and consequences of brand love from the viewpoint of Apple cellphone users in Isfahan.To achieve this goal an innovative model was developed and the impact of product involvement and self-brand congruity as the antecedents of brand love were investigated and then the influence of brand love on continuance and affective commitment as its consequences were examined.In order to examine the main hypothesis Structural Equation Modeling (SEM) and Amos graphic have been used.The results imply that product involvement and self-brand congruity affect brand love and users' brand love influence their continuance and affective commitment.

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References

1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2013Structural Equation Modeling With AMOS 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.1986A triangular theory of love.2006Some antecedents and outcomes of brand love 2001The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents 2000Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model 1985Using self-congruity and ideal congruity to predict purchase motivation

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2020Antecedents and Outcomes of Brand Identification with Apple Products among Iranian Consumers 2021The impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust 2022Consumer perception of high-tech brands and related products

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