Does the brand experience lead to brand commitment? A mediating and moderating model of perceived brand enthusiasm and brand ethics.

In todaychr('39')s increasingly competitive and dynamic market, achieving brand commitment is one of the ultimate goals of any brand. Considering the importance of brand ethics and its symbolic benefits from the customerschr('39') point of view, the present study investigates the effect of brand experience on brand commitment with the mediating role of balanced and obsessive passion for the brand and the moderating role of perceived brand ethics of wise insurance customers. The present research is applied in terms of purpose and descriptive-survey in terms of method. The statistical sample of this study was 387 knowledgeable insurance customers who were selected based on Cochranchr('39')s relationship and selected by simple random sampling. The required data were collected using standard questionnaires. The reliability and validity of the research instrument were measured using combined reliability tests, Cronbachchr('39')s alpha, convergent validity and divergent validity, then the overall fit of the research model was measured. Data analysis showed that brand experience has a positive and significant effect on brand commitment, balanced passion and obsessive brand passion. On the other hand, Waff test showed that approximately 19% of the effect of total brand experience on brand commitment is indirectly explained by the mediating variable of balanced and obsessive passion for the brand. The weak modulatory effect of perceived brand ethics has a causal relationship between brand experience and normal brand enthusiasm in this study.