Developing a framework for assessing brand love among Iranian consumers by analyzing its antecedents and consequences

Subject Areas : Futurology

somayeh alinejad ¹ , masoud keimasi ² , mohammad ali shahhoseini ³

1 - Department of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor , Faculty of Management, University of Tehran, Tehran, Iran
3 - Associate professor , Faculty of management, university of Tehran, Tehran, Iran

Received: 2018-04-29 Accepted : 2018-08-13 Published : 2019-06-22

Keywords: Iranian consumers, Consequences of brand love, Brand Love, Dimensions of brand Love, Antecedents of brand Love,

Abstract :

The purpose of this study is to develop a model for identifying the dimensions of brand love measurement, antecedents and consequences of brand love among Iranian consumers. In this research, the researcher used a qualitative analysis method. For this purpose, the development of the brand love model has been used through a qualitative research method by interview with a sample of 106 consumers. The data analyzed by theme analysis technique, and then the brand love model has been developed based on the grounded theory. The results of qualitative analysis show that the structure of brand love among Iranian consumers is measured through 14 dimensions (Trust, Declaration of affect, Functional perceptions, Dreams, Attraction, Memories, Self-congruity, Satisfaction, Beauty, Intimacy, Pleasure, Duration of the relationship, Uniqueness and Attachment). Brand identification, brand trust and brand image are known as brand love antecedents. As well as brand commitment, brand loyalty, word of mouth and willingness to pay a price premium as a consequences of brand love.