Investigating effect of Nostalgic Brand Experience, Brand Satisfaction, and sustainable Marketing on Brand Love and its Consequences

Document Type : Research Paper

Authors

1 PhD candidate of Business Management, University of Tarbiat Modares, Tehran, Iran

2 university of Mazandaran

3 MSc., Farabi Campus University of Tehran, Qom, Iran

Abstract

Abstract: Despite several decades of study of the attitudes of customers toward the brand and its effects on customer behavior, in recent year's research has mainly focused on the level of customer enthusiasm and brand love. This paper explores the antecedents and consequences of brand love which is an emerging concept. The purpose of the present research is an applied one, and in terms of collecting data, the research is a descriptive and correlation type, and a perfect structural equation modeling. The statistical population of this research includes all mobile phone users in Qaemshahr city. A total of 400 questionnaires were distributed for data collection. Data were analyzed by using SPSS and SmartPLS software. The results show that Nostalgic Brand Experience and Brand Satisfaction have a positive and significant effect on Brand Love. In addition, Brand Love has a positive and significant effect on Active Engagement, Impulse Buying, Word Of Mouth, and Brand Loyalty.
 

Keywords

References

 
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