The model of variables affecting brand love and commitment and its impact on brand loyalty, willingness to pay more and word of mouth in smart phone users

The aim of this study was evaluating the model of variables affecting brand love and commitment and its impact on brand loyalty, willingness to pay more and word of mouth in smart phone users. The research design was a relational and structural equation modeling. The statistical population of this study consisted of all smartphone users. For sampling, 180 students of the Islamic Azad University of Tehran, who were users of smart phones with Apple, Samsung and Huawei brands, were selected by simple random sampling. Assessment tools included questionnaires of brand love (Unal & Aydin, 2013), brand experience (Brakus et al, 2009), brand trust (Delgado-Ballester et al, 2003), brand identification (Lam et al, 2010), commitment to Brand (Fullerton, 2005), brand loyalty (Japutra & Molinillo, 2017) and willingness to pay more (Chaudhuri & Ligas, 2009). Structural equation modeling was used to analyze the data. The results showed that there are significant relationships between the variables of brand experience, diversity, brand image, brand social self and brand trust with brand love, and between the variables of brand social self and brand trust with brand commitment (p < 0.05). The results also showed that there are significant relationships between diversity, brand trust, brand love and brand commitment with brand loyalty, between love and brand commitment with a desire to pay more, and between brand love with word of mouth (P <0.05).