Investigating the impact of brand love, brand image, excitement and word of mouth on consumers

The purpose of the current study was to investigate the importance of the brand love concept that has not been frequently discussed before. This study aims on the effect of brand personality, brand image and brand love on word of mouth. A survey approach and sampling of 480 students of Molana University in Iran was used in this research. The results showed that excitement factor has a direct effect on brand image and word of mouth. Also the brand image has a positive relationship with brand love and word of mouth.

Author: 
Sara Shakeri and Hamidreza Hosseinzadeh Alavi
Journal Name: 
Int J Inf Res Rev
Volume No: 
03
Issue No: 
11
Year: 
2016
Paper Number: 
1483
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Editorial Board

David Johnson
Jessica Parker
Sarah Conor
John Franklin