Title: The influence of brand romance on Iranian youths' loyalty towards fast-moving consumer goods

Authors: Amir Khazaei; Farhad Hanifi; Mohammad Javad Taghipourian; Vahid Reza Mirabi

Addresses: Department of Management, Islamic Azad University, Qeshm International branch, Qeshm, Iran ' Department of Management, Islamic Azad University, Central Tehran branch, Tehran, Iran ' Department of Management, Islamic Azad University, Chalous branch, Chalous, Iran ' Department of Management, Islamic Azad University, Central Tehran branch, Tehran, Iran

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.

Keywords: brand romance; cognitive; affective; conative; behavioural; loyalty.

DOI: 10.1504/MEJM.2020.10028058

Middle East Journal of Management, 2020 Vol.7 No.3, pp.247 - 263

Received: 29 Jan 2019
Accepted: 13 Feb 2019

Published online: 02 Apr 2020 *

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