Testing Albert et al. Model of Brand Love among Social Networks’ Members in Iran

Amirshahi, Mirahamad; Yazdani, Hamidreza; Mohammadian, Mahmoud; Taghavifard, Nasim

doi:10.22051/bmr.2015.1221

Testing Albert et al. Model of Brand Love among Social Networks’ Members in Iran

Authors

¹ Associate Professor, Alzahra University faculty member, Faculty of Social Sciences and Economics

² Assistant Professor, University of Tehran, Tehran, Faculty of Management

³ Assistant Professor, Allameh Tabatabaei University, Faculty of Management and Accounting

⁴ Graduate School of Business Administration-Marketing, Al-Zahra University, Faculty of Social Sciences and Economics

10.22051/bmr.2015.1221

Abstract

Nowadays, consumers are looking for signs that inspire them to choose from numerous brands. These signs of distinctions are rarely created through brands’ functional characteristics but emotional and symbolic ones. Establishment of a long-lasting and robust relationship with consumers provides a situation in which they can create an emotional connection with the brand and consider it a part of their life. One of such relationships is “Brand Love”. Such a relationship is an opportunity to create a sustainable and Inimitable source of competitive advantage for a favorite brand. With due attention to the importance and novelty of the Brand Love concept, this article surveys the dimensions that construct this concept. To do so, after making some minor changes in Albert et al. questionnaire to fit it to Iranian culture, and after testing the research tool for its reliability and validity, it was distributed among the social networks’ members. 390 completely filled out and usable questionnaires were collected. The collected data was then analyzed by Confirmatory Factor Analysis. The results indicate that Brand Love is affected by six dimensions: “Uniqueness, Pleasure, Intimacy, Idealization, Memories and Dream”.

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