The influence of brand romance on Iranian youths' loyalty towards fast-moving consumer goods
by Amir Khazaei; Farhad Hanifi; Mohammad Javad Taghipourian; Vahid Reza Mirabi
Middle East J. of Management (MEJM), Vol. 7, No. 3, 2020

Abstract: Brand romance is considered as an important construct in marketing especially in brand area leading to the occurrence of some behaviours in consumers; however, a few types of research have been conducted on the importance of brand romance in fast-moving consumer goods (FMCG). This study aim to identify sub-dimensions of brand romance through depth interview and then analysing the data by exploratory and confirmatory factor analysis. In qualitative phase, depth interview have been conducted by consumers (48 samples), and in quantitative phase questionnaire have been distributed among consumers of fast-moving consumer goods (400 samples) in Mazandaran province (north of Iran). Data were analysed using SPSS to measure exploratory factor analysis and Lisrel to test the hypotheses. This study has presented a 38-item scale with seven distinct dimensions, including pleasure, uniqueness, intimacy, arousal, liking, connection and indifference. Also, structural equation modelling (SEM) shows that brand romance has positive effect on cognitive, affective, conative and behavioural loyalty. So, brand romance is a good predictor for customer loyalty.

Online publication date: Mon, 04-May-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the Middle East J. of Management (MEJM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com