Investigation of key antecedents and consequences of the brand love mobile phone's buyers

This study aims to investigate key antecedents and consequences of the brand love mobile phone buyers. In this article, keeping in mind the importance of consumer relation with brand, we have examined antecedents and consequences of brand love. The population of the study includes mobile phone buyers of Apple, Samsung, Sony, Nokia, HTC, LG, LG DIMO and GLX brands in Tehran and is based on a random sample with 379 members. A questionnaire was used as a data collecting tool. Data analysis has been done with structural equation modeling techniques by using Smart-PLS application. The results suggest that surrealistic feelings of buyer, brand image and self-identification with brand, are the antecedents of the brand love mobile phone customers. Also, loyalty, jealousy toward brand owners, active engagement of buyers, and positive word of mouth advertising and willing to pay more are consequences of brand love of mobile phone buyers.