Research Objective: This research aims to investigating the factors that influence consumer’s emotional attachment to the brands and results of this relationship for the companies.
Design/methodology/approach: A questionnaire-based survey was used to test the hyp More
Research Objective: This research aims to investigating the factors that influence consumer’s emotional attachment to the brands and results of this relationship for the companies.
Design/methodology/approach: A questionnaire-based survey was used to test the hypotheses based on the proposed theoretical model. This paper is based on confirmatory studies that provide a model that explains the relationship between consumer's emotional attachment, prerequisitesand outcomes. A Structural equation modeling is used to assess the hypothetical links.
Findings: The findings of the structural model confirm the majority of the hypothesized Relationships. It is found that consumer’s emotional attachment affected by brand experience and brand attitudes. In contrast, consumer’s satisfaction and brand knowledge have no significant impact on emotional attachment to the brands. Also, emotional attachment to the Brand is considered as an important input to brand loyalty, W.O.M and willing to pay extra prices for brand.
Research limitations/implications: Limitations of this study include use of a student sample. Student subjects constitute the sample and the findings are cautiously generalizable to adult populations. Findings of this study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It is recommended that practitioners use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it and feel attached to it.
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The purpose of this paper is to evaluate the joint effect of brand cognitive and brand relationships variables on consumer purchase behavior. For this purpose, the proposed model combines brand knowledge and brand relationship variables and shows how know More
The purpose of this paper is to evaluate the joint effect of brand cognitive and brand relationships variables on consumer purchase behavior. For this purpose, the proposed model combines brand knowledge and brand relationship variables and shows how knowledge and relationships affect current and future purchases. To identify the proposed effect of brand knowledge and relationships on consumer purchase behavior, a total of 170 usable questionnaires were collected from AIU faculty members. Multiple regression analysis was used to test and analyze hypothesizes on Hacoupian Clothing. It was found that brand awareness positively affects current and future purchases, brand satisfaction and brand trust. Both brand satisfaction and brand trust have a positive effect on brand attachment. Finally, brand attachment affects future purchases but not current purchases.These findings can assist brand managers who spend considerable resources on measuring brand awareness and brand image. It is recommended that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it, and feel attached to it.
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The present Research is an investigation to identify the factors that influence the commercial banks brand equity and to study their relationships in form of a brand assess model. The purpose is to provide a local model for banking industry in Iran. Therefore, by conduc More
The present Research is an investigation to identify the factors that influence the commercial banks brand equity and to study their relationships in form of a brand assess model. The purpose is to provide a local model for banking industry in Iran. Therefore, by conducting a mixed research, first through explanatory studies three dimensions of brand equity, branding knowledge and brand relationship were identified in commercial banks. Afterwards, by designing appropriate and high-quality measurement tools, and data gathering, the assessing model of brand equity for banking industry in Iran was analyzed and tested. In the present research, the statistical populations were all the clients of the banks. The number of the selected sample was 802. The findings of the research showed that the variables of brand relationship serve as an intermediary variable. In other words, brand knowledge has a positive effect on customers' relationship with the bank brands; and the consequences of banks brand equity were directly affected by the relationship between the customers and bank brands. This article provides managerial applications, suggestions for further research as well as the research limitations.
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