Title: Chain store customers' perspectives on the impact of emotional branding on brand resonance and brand love in relation to customer type

Authors: Bagher Asgarnezhad Nouri; Deniz Rafei; Maryam Mola Ghalghachi; Fatemeh Allahyari; Aryan Ebrahim

Addresses: Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran ' Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran ' Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran ' Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran ' Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran

Abstract: The current research examines the impact of emotional branding on brand resonance and brand love, considering the moderating role of customer type. The study's statistical population includes all customers of chain stores in Tehran. Due to the unlimited nature of the statistical population, the sample size was estimated to be 384 individuals based on Cochran's formula, using a non-random convenience sampling method. However, only 160 participants were able to complete the questionnaire. The research model was tested using the partial least squares method with the help of SmartPLS 4 software. The results of data analysis revealed that emotional branding has a positive and significant effect on both brand resonance and brand love. Moreover, while customer type did not mediate the relationship between emotional branding and brand resonance, it did act as a moderator in the relationship between emotional branding and brand love.

Keywords: emotional branding; brand attitude; brand love; customer type.

DOI: 10.1504/MEJM.2026.150446

Middle East Journal of Management, 2026 Vol.13 No.1, pp.106 - 135

Received: 14 Jul 2024
Accepted: 24 Dec 2024
Published online: 14 Dec 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article