جستجوی مقالات مرتبط با کلیدواژه « brand love » در نشریات گروه « مدیریت »

Brand advocacy has emerged as a significant concept in branding, particularly with the rise of social media, which facilitates brand promotion through word-of-mouth. This study aims to deepen the understanding of brand advocacy by exploring the roles of brand attachment and brand love. It introduces a conceptual framework for brand advocacy and employs a descriptive-survey methodology, using a cross-sectional design. The study targets all customers of the Novin Leather brand, treating the population as effectively unlimited due to the lack of precise size information. A sample of 384 customers was determined using Cochran's formula and selected via simple random sampling. Data were collected through a questionnaire based on standard sources, distributed electronically via social media platforms and websites. The questionnaire, which includes 5 dimensions and 25 items, was validated using content and construct methods and its reliability was assessed with Cronbach's alpha and composite reliability. The analysis confirmed the questionnaire’s strong validity and reliability. Data analysis, conducted with inferential statistics and structural equation modeling using the partial least squares (PLS) approach with SmartPLS 3 software, revealed significant relationships. Brand-consumer self-congruity positively affects brand love, attachment, and loyalty. Brand love significantly influences brand attachment and loyalty. Brand attachment impacts brand loyalty and advocacy, with brand loyalty also significantly affecting brand advocacy. The conceptual model and variables proposed in this study offer valuable insights and serve as a basis for future research in branding, especially in the domain of brand advocacy.

If consumers have had an unfavorable brand experience, forgiveness has the ability to reduce, neutralize, or even replace the tension associated with negative emotions with positive emotions. Emotional and close relationships with the brand, such as love for the brand, can be effective in promoting brand forgiveness (Fcherin & Sampedro, 2019). Additionally, brand identity insulates consumers from the negative consequences of purchase regret by strengthening their remorse regulation and reducing behavioral discomfort. Furthermore, brand identity is an antecedent of brand love (Davvetas & Diamantopoulos, 201). Consumer brand identity can lead to customer interaction with the brand in virtual spaces by creating a of the development of customer-brand relationships. In fact, a psychological state emerges in the consumer that enables them to understand and feel the brand and value associated with a brand name (Zarrin Khat & Mirzaei, 2023). Using celebrity endorsers is one of most popular strategies employed by advertisers. Famous individuals can lend credibility to the brand in advertising, making competing brands stand out and helping the brand become recognizable to consumers. Brand forgiveness by consumers an important strategy for companies to improve and recover from service failures. In this context, the participation of the brand community in the virtual environment during a brand crisis has attracted the attention of companies and marketing researchers due to innovative technologies (Nikhashemi et al., 2023). The purpose of this research was to investigate the effect of endorser credibility on virtual brand community, consumer brand identification, brand love, and brand forgiveness, with the moderating role of attitude towards the brand.

The present study is descriptive-survey research in terms of applied purpose and correlational in nature. The statistical population of this research consists of all Mac brand consumers in the virtual space, whose number is unknown and unlimited; based on Morgan table, a sample size of 384 was determined. The sampling method used in this research was non-probability sampling. The data collection tool was the questionnaire by Nikhashemi et al. (2023), consisting of 46 items. This study was compiled in three parts: introduction, demographic questions, and questions for measuring the main research variables. To measure brand forgiveness, there were 5 items; for virtual brand engagement, 3 items; for consumer brand identification, 6 items; for attitude towards the brand, 4 items; for trustworthiness, 4 items; for attractiveness, 4 items; for expertise, 4 items; and for brand love, 16 items. A five-point Likert scale was used to assess the variables. Given the standard nature of the questionnaire and the fact that its validity had already been established, it can be said that it has the necessary validity. However, to further determine the validity of the research questionnaire, the method of formal content validity was employed again. For this purpose, the questionnaire was provided to experts, professors, and specialists in the field of research, and they were asked to share their suggestions for corrections. After collecting comments and applying them, the final questionnaire was developed. The average variance extracted (AVE) was utilized to assess the validity of the questionnaire items. To measure the reliability of the research questionnaire, the common method of reliability assessment, Cronbach's alpha coefficient, was used. This coefficient was higher than 0.7 for all variables and equal to 0.927 for the entire questionnaire, indicating a good coefficient and showing the reliability of the research tool is at a desirable level. Additionally, the composite reliability coefficient (CR) was used to assess the reliability of the questionnaire and was found to be acceptable. SPSS software was employed to analyze the data in the descriptive statistics section, while Smart PLS 3 software was used in the inferential statistics section.

In this study, the dimensions of endorser (expertise, attractiveness, trustworthiness) were considered as independent variables, the brand forgiveness variable as a dependent variable, and attitude towards the brand as a moderating variable. Brand love, virtual brand engagement, and consumer brand identification were mediator variables. Nineteen hypotheses were explained in this research, and data collected from all Mac brand consumers in the virtual space were used to analyze. The results showed that the trustworthiness and attractiveness of the famous endorser, as well as brand identification, have a significant effect on virtual brand community engagement; however, this effect was not significant for the dimension of expertise. Additionally, the expertise of the famous endorser had a significant effect on brand identification, but this effect was not significant for the trustworthiness and attractiveness dimensions. Brand identification had a significant effect on brand love and brand forgiveness. Interaction with the virtual brand had a significant effect on brand love, but the effect of interaction with the virtual brand community on brand forgiveness was not significant It was also found that the effect of brand love on brand forgiveness is significant. Finally, the findings confirm the moderating role of brand attitude in the relationship between the trustworthiness and expertise of the famous endorser and brand identification concerning virtual brand community engagement, as well as the attractiveness of the famous endorser on brand identification.

Considering that the conceptual model of the research is designed based on the model of Nikhashemi et al. (2023), the innovation of this research lies in testing this model in a new statistical population. In addition to theoretical contributions, the study provides practical insights for managers in the cosmetics industry regarding potential brand-harm crises. Practitioners need to pay attention to the important role of all dimensions of source credibility as an essential ingredient in achieving favorable outcomes (e.g., consumer brand identification and virtual brand community engagement), particularly during a brand-harm crisis. This study demonstrated that the dimensions of source credibility can not only be considered as antecedents of consumer brand identification and, to some extent, virtual brand community engagement, but they can also be regarded as rapid brand recovery strategy during times of crisis. For instance, source credibility, as a marketing communication strategy, can be used to signal brand and firm quality. In other words, signals conveyed and communicated via a credible source (e.g., trustworthiness, expertise, attractiveness) differ from other marketing mix elements and impact consumer behavioral outcomes and judgments.

The purpose of this research was to investigate the effect of gamification on the behavioral outcomes of customers with the mediating role of customer satisfaction and brand love in online customers of tourism agencies in Iraq. This research has been carried out with a practical purpose and in a descriptive-survey way. The statistical population is all users referring to tourism sites in Iraq. Non-probability available method was used for the sampling method and 384 tourists were evaluated and measured according to Cochran's formula. Library methods were used to collect the subject literature and research background, and the questionnaire of Kim's article (2021) was used to collect data. In order to obtain the validity of the content, using the corrective comments of the relevant professors, and then the process of assessing the construct validity was done through factor analysis, and Cronbach's alpha value was obtained to measure reliability. In this research, in order to analyze the data, statistical methods were used in two forms, descriptive and inferential. Descriptive statistics methods are used to check the general characteristics of users. Inferential statistical methods included partial least squares method. Data analysis was done using Smart PLS statistical software and the results showed that gamification has a positive and significant effect on the behavioral outcomes of customers with the mediating role of customer satisfaction and brand love for online customers of tourism agencies in Iraq.

The purpose of this research is the effect of brand trust on customer loyalty with the mediating role of brand value and moderating respect, reputation and love for the brand in the chain retail industry. The current research is in the category of descriptive-correlational research from the perspective of practical purpose and from the perspective of method and nature. The statistical population of the research is made up of the customers of the Daily Market chain store in Tehran, and 385 people were selected as a sample. To select the sample, random cluster sampling was used to select branches and non-probability sampling was used to distribute the questionnaire among customers. The data collection tool in this research is a standard questionnaire with a five-choice Likert scale, whose reliability was confirmed through Cronbach's alpha test and its validity through content validity and confirmatory factor analysis. The data analysis that was done through PLS software showed that the effect of brand trust and brand value has a significant effect on customer loyalty. Also, the mediating role of brand value and moderating brand respect in the effect of brand trust on customer loyalty was confirmed. The results obtained from the relationships between the studied variables can be used by the Daily Market store for better planning in line with customer loyalty and competitive advantage.

Today, the rapid growth and increasing use of social networks has made it possible for sellers, retailers and buyers to communicate more effectively in the online retail environment. In this research, investigating the antecedents and consequences of brand love; From the online consumer's brand engagement to the intention of creating brand value (the case of the study of the Afogh Korosh brand) in the year 1401. The current research is applied in terms of purpose and descriptive-correlation in terms of execution method. The statistical population of the research is all customers of Afogh Korosh stores, whose number is unlimited and unknown, and the statistical sample was calculated using Morgan's table of 384 people in PLS software, with the method of structural equations and confirmatory factor analysis. The results showed that online consumer brand engagement had a significant effect on brand love and willingness to pay a higher price, as well as on the intention to create brand value. Also, brand trust has an effect on brand love and the intention to create brand value, but it did not affect the willingness to pay a higher price. Online consumer brand identity had an effect on brand love and willingness to pay a higher price, but it did not have a significant effect on the intention to create brand value. Finally, love for the brand had a significant effect on the intention to create brand value and willingness to pay a higher price.

In the present study, the antecedents and outcomes of the destination brand authenticity are investigated. The study of antecedents from a psychological perspective and brand identity and the study of outputs from both an emotional and behavioral perspective in the tourism industry. The present study is an applied research in terms of purpose and a descriptive-survey research in terms of research methodology. The statistical population of the study is all foreigners who have traveled to Iran so far and in this regard, 253 people are examined as a sample. A questionnaire tool was used to collect information. The collected data are analyzed using Smart PLS 3.0 and SPSS software and the analyzes are performed using confirmatory factor analysis and structural equation modeling. Findings showed that the destination brand heritage, the destination brand experience and the destination brand self-congruence are as antecedents factors on the destination brand authenticity that destination brand self-congruence has the greatest impact on the destination brand authenticity. Also, the destination brand authenticity has a significant and positive effect on the desination brand engagement and the destination brand love, and it has had the greatest impact on the destination brand love.

The main aim of the present study is to identify the antecedent and consequence elements of the concept of brand tribalism and then analyze them using the fuzzy cognitive mapping method. In terms of the purpose and method of gathering the data, the current research is applied and descriptive-survey, and in terms of typology, it is among mixed studies with a qualitative and quantitative approach in the deductive-inductive paradigm. The statistical population of the research is experts familiar with the subject, 25 of whom were selected based on the principle of theoretical adequacy and using the targeted ‎sampling method. In the qualitative part of the research, semi-structured interviews, and in the quantitative part, a questionnaire were used. The validity and reliability of the questionnaire were determined by using the CVR coefficient, the Kappa-Cohen test, retest reliability, and content validity. In the qualitative phase, the qualitative data obtained from the ‎interview using MAXQDA software and the coding method were analyzed.‎ Then, in the quantitative part of the research, using the FCM method, a fuzzy map of brand tribalism was presented and the most important antecedent and consequent factors of brand tribalism were identified. The research findings confirm that brand loyalty, brand promotion, and marketing evangelism are effective factors in brand tribalism. In addition, brand love, brand affiliation, and hedonic value are the most important consequences of brand tribalism.

 Tourists in their trips, in addition to visiting the city's sights, want to enjoy their trip by staying in a suitable hotel, and hotels also seek to provide satisfactory services to tourists, so that they can take steps to encourage tourists to visit again and promote their positive word of mouth to others. Therefore, it is necessary to conduct a research in order to provide the correct solutions to hotel managers in this direction. Therefore, the aim of the current research is the effect of multisensory marketing model on word of mouth in tourism business has been investigated through mediating variables of brand sensory experience and brand love.

 This research in terms of purpose, application and method of doing work, it is a survey. Its statistical population includes tourists staying in 17 hotels, including four and five star hotels in Mashhad. Data collection was done through a standard questionnaire and based on Cochran's formula, the minimum sample size for unknown communities is estimated to be 384 people, which in the end, in this research 387 questionnaires were collected convenience non-randomly and analyzed. Structural equation modeling method and (SPSS v.19) and (AMOS v.18) software were used for data analysis. The findings indicate the confirmation of all research hypotheses. The results show that the effect of multi-sensory marketing model on brand sensory experience, brand love and word of mouth is positive and significant, and also brand sensory experience and brand love have a positive and significant effect on word of mouth.
This research is applied in terms of purpose and due to the fact that in this research, a questionnaire is used, so this research is a survey in terms of method. Standard measures of previous studies were used to measure the variables. The construct and content validity of the questionnaire was confirmed by reviewing the opinions of management experts. The multisensory marketing model variable with 25 questions and the brand sensory experience variable with 3 questions were measured from the study of Wiedmann et al. (2018), the brand love with 10 questions and the WOM with 3 questions were measured from the study of Carrol and Ahuvia (2006). The validity of the questionnaire constructs was also evaluated using factor analysis technique. The statistical population is all tourists living in four and five star hotels in Mashhad. The non-random sampling method available and the number of samples using the Cochran's formula for an infinite population, the minimum sample size of 384 people was determined (standard deviation of the sample was 0.5 and the error value was 0.05). Therefore, about 400 questionnaires were distributed in 4- and 5-star hotels, Including hotels Qasr Talaee, Darvishi, Almas 2, Qasr International Hotel, Pardisan, Homa 1, Sinoor, Pars, Madinah Al Reza, Homa 2, Parsis, Almas 1, Almas Novin, Javad Hotel, Mino, Sarina and Ferdows Mashhad, and finally 387 questionnaires were collected and analyzed. In order to analyze the data, various statistical analysis methods such as Pearson correlation analysis were used to calculate zero-order correlation coefficients and structural equation modeling was used to examine the fit of the structural equation model with the collected data. The analysis was performed using (SPSS v.19) and (AMOS v.18) software.

 According to the obtained results, it can be said that multisensory marketing model through the five senses and its effects on the brand sensory experience and creating a lasting experience cause a kind of interest in people that brings the highest level of interest, its brand love and acts as an effective variable for word of mouth. In this study, special attention has been paid to the industry of 4- and 5-star hotels in Mashhad, which offer a strong potential to create positive experiences through a wide range of services. Also, a hotel in terms of smell, hearing, sight, taste and touch can strengthen a positive feeling and, following the experiential logic, creates a special value for the individual and, in particular, a brand image. Therefore, the findings show that in the tourism business, through the five senses, it is possible to create an experience in people that induces a positive or negative feeling, and based on this feeling, a person decides to choose or not to choose his place of residence.

 In this study, six hypotheses were developed that were confirmed. The first, second, and third hypotheses of multisensory marketing model on brand sensory experience, brand love, and wom are confirmed. In the fourth and fifth hypotheses, the effect of brand sensory experience on brand love and word of mouth was confirmed. Finally, in the sixth hypothesis test, the effect of brand love on word of mouth was confirmed. In fact, in multisensory marketing model, multisensory marketing model can enhance word-of-mouth through brand experience and brand love. According to the obtained results, it can be said that multi-sensory marketing model through the five senses and its effects on the brand sensory experience and creating a lasting experience cause a kind of interest in people that brings the highest level of interest its brand love. It works effectively for word of mouth. In this study, special attention has been paid to the industry of hotels in Mashhad, which offer a strong potential to create positive experiences through a wide range of services. It is recommended in detail to the managers active in the tourism industry, to implement a multisensory marketing model concept, they must constantly stimulate each of the senses of the hotel guests during their stay so that they can leave a lasting sensory experience of their brand on people who lead to brand love so the guests that they can contribute to the prosperity of their hotel through their word of mouth.

Customer loyalty is one of the main goals of marketing activities of any organization and different organizations seek to attract customer loyalty in various ways, so the purpose of this study is to evaluate the impact of brand love, change cost, perceived value, perceived service quality, Brand experience and brand reputation are based on brand loyalty with the mediating role of brand satisfaction and brand trust. The present study is applied in terms of purpose and is a descriptive research based on data collection method and correlational in terms of data analysis method. The statistical population of the present study includes all customers of Bank Mellat in Meshkinshahr, of which 268 people were selected as a statistical sample. A questionnaire was used to collect data. Structural equation modeling was used to test the research hypotheses. The results of data analysis showed that the quality of perceived customer service and brand experience indirectly have a positive effect on customer loyalty through customer satisfaction and customer trust. Also, perceived value through customer satisfaction and brand reputation through brand trust have an effect on customer loyalty. They are positive. Also, the hypothesis of the cost of brand change with brand loyalty was not confirmed. The results of lateral analysis showed that the variables of brand satisfaction, brand trust and brand loyalty are in good condition.

Today, branding for tourist destinations and attracting the attention and creating the love and interest of tourists for these destinations is considered a strategy for tourist destinations, which plays a vital role in the performance of destination management, in order to expand their tourism opportunities and differentiate goals from competitors and finally achieve competitive advantage. Therefore, due to the importance of tourism, which has a significant impact on the environment, culture, and economy, establishing a strong emotional link between tourists and tourist destinations can be very effective in attracting tourists and, as a result, increasing income and sustainable development due to the tourism industry. Destination love is a phenomenon experienced by a group of satisfied visitors, and satisfied visitors become loyal tourists, thereby reducing costs. Since today the importance of this construct has increased as an emerging issue for academics and professionals, therefore, the purpose of this review research is to draw a clear and comprehensive picture of the phenomenon of tourist destination love and also to present management concepts and applications for tourism businesses. This review provides an in-depth insight into policymakers and planners active in tourism and hospitality businesses.

Today's consumers do not only pay attention to the functional aspects of the product when making decisions, they involve the symbolic aspect of the brand in their decisions in many cases due to the multiplicity of products and also the improvement of the quality of different products. The strong presence of today's humans in social networks is also a good opportunity for brands to interact more with their customers. With their presence in this space, they transform themselves from a functional product to a personality that interacts with customers. Customer-centric brand equity in the context of social media is defined as the ability to create a psychological state in the minds of consumers in interaction with the brand. In this study, the relationship between customer-based brand equity and the dimensions of brand gender (as a dimension of brand personality) which is a symbolic and non-functional aspect of the brand, was investigated in the context of Instagram. In addition to the direct relationship between these two variables, the effect of gender personality dimensions of the brand on customer-based brand equity was measured through two variables of brand love and brand emotional interaction. To assess the relationship, 391 questionnaires were completed by active Instagram users of FMCG brands. The results using structural equation modeling showed that the two dimensions of brand masculinity and femininity, both directly and indirectly, through the two variables of brand love and consumer emotional interaction have a positive and significant effect on customer-centric brand equity.

Tourism is known as one of the most creative industries, which not only attracts tourists, but also increases economic development. So, the purpose of this study was to design and develop a model of the antecedents and consequences of Destination Brand Love for Guilan province. The present study was a qualitative research based on thematic analysis using interviewing tools. The research is based on Guilan province as a destination for tourism and the statistical population of the study includes 12 professors and experts in the tourism industry of Gilan province. Snowball sampling method and theme analysis technique was used for data analysis. After analyzing the data, 7 factors: brand experience, brand service quality, brand infrastructures, brand media communication, brand authenticity, brand image and brand trust were identified as causal factors of destination brand love. That will be reinforced if the love for the destination brand exists. Also, three factors: loyalty, positive word-of-mouth advertising, and willingness to pay more were identified as consequences of destination brand love.

Brand attachment plays a vital role in the success and failure of the company. Brands have to deal with the reactions caused by the negative emotions of consumers. The aim of this study is to investigate the relationship between the negative emotions of brand anxiety, brand hatred, and brand obsession, considering the role of attachment to the brand as an effective emotion in the relationship between brand hatred and brand anxiety. This research is practical, descriptive-correlational, and survey in terms of purpose, method, and data collection. The statistical population comprises 384 consumers of SAIPA automotive products, who were asked through standard electronic questionnaires of brand anxiety designed by Mend and Bolton (2011), brand hatred by Johnson et al. (2011), brand confusion by Johnson et al. (2012), and brand affection by Thomson et al. (2005). Structural equation modeling processed by Smart-PLS software was used to test the collected data. The he findings show a significant effect of brand anxiety on brand hatred and brand hatred on brand obsession. It was also shown that brand hatred has a significant mediating effect on the relationship between brand anxiety and brand obsession. In addition, brand affection as a moderator cannot have a significant effect on the relationship between brand hatred and brand obsession. In this research, the intensity of negative feelings towards the SAIPA automobile brand and the possibility of destructive actions against it were highlighted.

This research examines the effect of brand anthropomorphism on brand defense with the mediating role of brand love and the moderating role of attitude towards social distancing. This research, in terms of its purpose, is of the type of applied research, and this research was conducted in a cross-sectional way among survey research. In this research, in order to analyze the data obtained from the questionnaire, in accordance with the statistical needs of the SPSS V24 statistical software and the equations software. pls.V3 structure has been used in the form of descriptive and inferential statistics in the form of linear and multiple regression. The statistical population of this research includes the digital goods customers in Tehran, which cannot be counted. Based on Cochran's formula at a confidence level of 95%, 384 people were selected as a statistical sample using simple random sampling. The results of the research showed that brand anthropomorphism has a significant effect on brand defense with the mediating role of brand love (0.140 ) brand anthropomorphism on brand defense (0.148), brand anthropomorphism on brand love (0.483), brand love on brand defense (0.290) has a significant effect among the customers of Senh products in Tehran, and also the attitude Regarding social distancing in the effect of brand anthropomorphism on brand defense (0.125) Attitude toward social distancing in the effect of brand anthropomorphism on brand love (0.140) Attitude toward social distancing in the effect of brand love on defense From the brand (0.02) it has a moderating role among the customers of Sun H products in Tehran.

Over the past decade, studies of love in the field of tourism and hospitality have been on the rise, now it is time to take a general overview of the status of these studies and their findings and general approaches. Since this study aims to organize and analyze the existing literature on love in the field of tourism and hospitality to identify the status of research in this field, the meta-synthesis method and thematic content analysis have been used for the comparative and bibliographic study with a systematic review approach. For this purpose, the related research was identified and identified in 3 national databases and 9 foreign information databases in the period of 2017-2021 for Persian articles and 1984-2021 for Latin articles, 83 research was the result of the search, which was used after controlling and evaluating research by researchers 67 published articles invalid magazines for this research. The research results show that most articles in this field have been published in the Journal of Tourism Management with 5 Latin articles and in the Journal of Tourism and Development with 3 Persian articles. Also, based on the analysis of articles, it was found that destination Satisfaction, destination experience, and destination image as antecedents and destination Loyalty, Revisit intention, and word of mouth (WOM) as the most important consequences have been considered by researchers. In addition, most of the studies have been done with a quantitative approach and survey method, which requires more attention to qualitative and mixed research.

The purpose of this study is to investigate the conflict between customer purchasing decision making and reflection on the synergistic antecedents of brand value, brand love and brand identity in online brand communities.

The present study is a descriptive-survey study based on the applied purpose. Customers and buyers of Digi Kala online store products were considered as a statistical population. A total of 384 people were selected based on Cochran's formula and available sampling method as the sample size of the research. Standard questionnaires were used to measure the research variables. The validity of the research instrument was confirmed using face validity, content and factor analysis, and Cronbach's alpha coefficient greater than 0.7 for different structures confirmed their reliability. . Data analysis was performed by structural equation modeling using LISREL software.

The research findings showed that brand identity has a positive and significant effect on brand love, brand value synergy and customer purchasing decision involvement. Love for the brand has a positive and significant effect on customer conflict decision making conflict. Synergy of brand value has a positive and significant effect on customer purchase decision conflict.

The results indicate that brand identity by considering the mediating role of brand love and synergy of brand value have a significant effect on customer decision making conflict.

Brand gender is an important factor in the demographic structure of the brand that the various consequences of which have been studied. Considering the role of gender in strengthening self-concept and the formation of behaviors, the present research has studied the relationship between brand gender and passion-driven behavior which is an important behavior in the formation of brand equity. Therefore, the purpose of this study is to deeply understand the relationship between brand gender and passion-driven behavior with the analysis of the mediating role of consumer engagement and brand love in Instagram. The method of this research is applied in terms of purpose and descriptive survey method. The statistical population of the research is Instagram users of SAARC, SLEBEN, HAKOPIAN and LCM brands. The sample size is calculated based on Klein formula. 174 questionnaires for men and 154 questionnaires for women were collected and analyzed based on structural equations. Findings showed that the masculine and feminine characteristics of the brand do not have a positive and significant effect on passion-driven behavior. Consumer engagement and brand love are influenced by masculine and feminine characteristics, but the intensity of the effect of masculine brand identity on consumer engagement and brand love is greater than female one. Brand gender also indirectly affects passion-driven behavior of women and men by influencing consumer engagement and brand love.

An era in which the survival of large companies is threatened by competitors and customers do not stay loyal to a brand for a long time and often change brands. On the other hand, the multiplicity of brands has caused people to be more exposed to strategies, advertisements and promotions related to brands, which has led organizations to explore in order to survive and gain more market share. Be more effective with their customers and consumers, manage and manage their brand relationships with consumers.In the present study,using one of the most comprehensive conceptual models available, we have investigated these factors affecting the impact of love and commitment to the brand on brand loyalty, willingness to pay more and word of mouth in choosing and buying a smartphone among Islamic Azad University students. In this research, structural equation method (multivariate analysis) SEM and smart-pls software have been used and Spss software has been used to measure descriptive statistics.The validity of the research is assessed through face, content and structural validity and reliability through Cronbach's alpha and combined reliability (CR). The statistical sample size was obtained from the table related to structural equations, which was a sample of 180 people