A study on love brand of Mobile Phone buyers in Tehran

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Abstract: During the last decade, researchers have paid much attention to consumer’s feelings about brands. They have begun to investigate emotional and feeling reactions of consumer’s behavior. The purpose of this research is to contribute to recent studies on the role that surrealism, self-expressiveness and brand image are playing in love brand of mobile phone buyers. Therefore, the effects of these factors on love brand were assessed. A sample survey was conducted among the buyers of mobile phone brands including; Apple, Samsung, Sony, Nokia, HTCLG, DIMO and GLX in Tehran. We analyzed data using the structural equation modeling technique and software Smart-PLS. The results show that all surrealism, self-expressiveness and brand image have some influences on love brand, but surrealism has the greatest impact on dependent variable.

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