Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love
Shirkhodaie Maisam, Rastgoo-deylami Mahsa
Keywords:
brand commitment, brand image, brand love, value congruity, positive word of mouth, Iran
Abstract:
Many companies have found that for their products to be successful in the market, they must
first pay for word of mouth marketing and then utilize other types of ads. Previous studies have
not paid enough attention to the value of target consumers. This study evaluates the roles of
value congruity, brand love, and brand image in creating a consumer commitment that leads to
positive word of mouth. The sample is comprised of makeup consumers in Rasht, Iran. At first,
thirty stores were selected in the city center. Then, 384 questionnaires were distributed with
sampling available in selected stores. Amos 22 was used to test the conceptual model. The results
show that the value congruity of the brand consumer has a positive impact on the brand image
and brand commitment. Moreover, brand love and brand commitment have a significant positive
impact on positive word of mouth. But the impacts of brand image and brand love on brand
commitment are rejected. Also, brand image has a significant positive impact on brand love.
Fulltext download:
Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love [PDF file] [Filesize: 784.38 KB]
10.7441/joc.2016.01.02
Shirkhodaie M., Rastgoo-deylami M. (2016). Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love. Journal of Competitiveness, 8 (1), 19-37 https://doi.org/10.7441/joc.2016.01.02
|