The effect of the antecedents of brand attractiveness on brand commitment and positive WOM: Mediating role of consumer-brand identification

Subject Areas : Jounal of Marketing Management

zahra mohammadi ¹ , faranak khodayari ² , sedigheh tootian ³

1 - Master of Business Administration, Electronics Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran
3 - Associate Professor, Department of Public Administration, West Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2019-09-20 Accepted : 2020-10-25 Published : 2021-01-20

Keywords: brand commitment, consumer- brand identification, positive word of mouth, brand attractiveness, derivers of brand attractiveness,

Abstract :

This research investigates the antecedents (brand congruence, brand prestige and brand distinctiveness) and consequences (positive word of mouth and brand commitment) of consumer- brand identification and relationship between brand attractiveness and consumer- brand identification. This is a descriptive-survey study, and target population for this research are all customers of Samsung, LG and Bosch home appliances in Tehran. In order to measure the variables of the model questionnaire designed 26 besides the members of the sample (392 people from brand customers home appliances Samsung, LG and Bosch) have been distributed.in this study for analyzing of data, Lisrel software and SPSS was have been used. The results confirm the influence of all of the three drivers, namely, brand congruence, brand prestige and brand distinctiveness on brand attractiveness. As well as brand attractiveness impact on consumer-brand identification and consumer-brand identification impact on brand commitment and positive word of mouth. The results also show that brand congruence to be a positive influence on consumer- brand identification with mediating role of brand attractiveness.

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