Employing the creative approach of brand addiction to develop a model of repurchasing luxury products

Subject Areas : Other

Mitra Meijani ¹ , Alireza Rousta ² , Darioush Jamshidi ³

1 - Department of Business Management, Kish International Branch, Islamic Azad University,Kish Island, Iran
2 - Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
3 - Department of Business Management, Faculty of Management , Azad university of Khanj, Fars, Iran.

Received: 2020-12-08 Accepted : 2021-02-21 Published : 2021-05-22

Keywords: "brand addiction", "luxury repurchase", "brand jealousy", "brand experience", "word of mouth",

Abstract :

Background: Today, the rapid growth of the market, the diversity of wants and needs of customers, the need to use creative and innovative approaches such as brand addiction to maintain and increase customer loyalty to repurchase. Objective: The present study seeks to present a creative method and test an innovative model for the development of luxury car repurchase on Kish Island. Method: In order to develop the model and present the hypotheses, library studies and a questionnaire were distributed among the statistical population consisting of 450 luxury car consumers. Simple data sampling was used to collect data and modeling and structural equations (SPSS and Smart pls3) and Sobel test were used to explain the model. Results: The results of this study showed that the innovative and creative approach to brand addiction has a positive effect on the repurchase of luxury products and word of mouth. Brand addiction also has a positive effect on brand personality, brand awareness, brand experience, brand jealousy, brand love. Conclusion: Brand addiction to make a difference does not always lead to negative consequences, but creates an innovative and new perspective as a different behavioral addiction to encourage consumers to repurchase luxury products. So that companies can use this leverage to maintain their customers and position.

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