Effect of Costumer-Brand Identification on Brand Fidelity: The Mediating Role of Brand Love an Applied Study of Smartphone Brands in Iraq
| المصدر: | مجلة القادسية للعلوم الإدارية والاقتصادية |
|---|---|
| الناشر: | جامعة القادسية - كلية الادارة والاقتصاد |
| المؤلف الرئيسي: | Afridawi, Maytham Abed Kareem (Author) |
| مؤلفين آخرين: | Abdul Rasool, Hussien Ali (Co-Author) |
| المجلد/العدد: | مج24, ع3 |
| محكمة: | نعم |
| الدولة: |
العراق |
| التاريخ الميلادي: |
2022
|
| الصفحات: | 241 - 255 |
| ISSN: |
1816-9171 |
| رقم MD: | 1338821 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Customer | Brand Identification | Brand Fidelity | Brand Love
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
The aim of this study is to investigate of customer-brand identification on brand fidelity of (brand evangelism, sacrifice for brand) through the mediating role of brand love (brand passion, brand intimacy, brand commitment) for some brands of smartphones, as the sample study consisted of (296) customers, The problem of the study was therefore formulated with regard to the relationship between the variables involved in the study, which, consequently, defined the objectives of the study, which were represented in the hypodic scheme. The formulation of the special hypotheses measured in the statistical package to model structural equations in the least squares method (AMOS.V.25) and to analyze what the study administration has provided, a set of statistical methods were used, such as the deterministic factor analysis, the alpha-chrombach coefficient, the determinant (R2), and the normal distribution of data. The results of the study showed a clear and important perception of the relationship between customer-brand identification, brand fidelity, brand love, and perhaps the most important findings of the study are reflected in the existence of a positive statistically significant correlation and impact between customer-brand identification and brand fidelity. Brand love, and customer intimacy with their brand means a repeat purchase and a pride in keeping with it despite other brands. |
|---|---|
| ISSN: |
1816-9171 |
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