The brand love Strategy, its predecessors and its strategic consequences

The brand love name is a fruitful concept that has expanded recently in the field of consumer behaviour. The brand love Strategy as an intermediary variable has been studied in the present study, with three variables of brand satisfaction, brand identification and brand image as the predecessors of this variable, and word-to-mouth communication, the willingness to pay more and loyalty to the brand are considered as its strategic consequences. This research is an applied and descriptive-correlational study. The statistical population includes all customers of Apple mobile phone in Tehran. A sample of 385 people was selected by random sampling method by referring to mobile shopping centres in Tehran province and a questionnaire was used to collect information. Data were analysed using structural equation analysis method using LISREL software. The results of the data analysis showed that the model was appropriately fit and also this brand satisfaction, identification and image positively and significantly has effect on brand love. The impact of brand love has been confirmed on brand loyalty, word-to-mouth communication and the willingness toprice premium.

کلیدواژه ها:

positive word-to-mouth communication ، increased willingness to pay ، brand love Strategy ، brand loyalty ، brand identification