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Manuscript ID : 663864 Visit : 327 Page: 55 - 67

Article Type: Original Research

Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust

Subject Areas : policy making

hossein hajibabaei 1 , Hassan Esmailpur 2

1 - Department of business management, Central Tehran Branch, Islamic Azad university, Tehran, Iran.
2 - Department of business management, Central Tehran Branch ,Islamic Azad university, Tehran, Iran.

Received: 2019-03-12 Accepted : 2019-03-12 Published : 2018-03-01

Keywords: * Self-expressive brand, * Self-brand integration, * Brand passion, * Brand trust,

Abstract :

In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to provide marketing strategies based on these perceptions and to provide long-term management of markets. First, and according to the review of literature, the research model was developed and tested. The research populations were from universities, shopping centers and customers who referred to brand agencies. The random sampling and questionnaire were used. The final model that we have developed and the results from the structural equation technique indicated that brand passion affects brand self-expression, self-brand integration and brand trust. On the other hand self-expression can affect brand trust and a brand self-brand integration. It also showed that self-brand integration has a significant relationship with brand trust. Marketing managers in order to properly and strategically manage a market and design marketing strategies need to appropriately consider the emotional variables and use them.

References:


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