Search For:  
Czech |  English

Journal of Competitiveness

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 http://doi.org/10.7441/joc.2016.01.02 
Journal of Competitiveness

Homepage | About | Current issue | Archive | Instructions for authors | RSS feed | LinkedIn | Facebook

Copyright © 2009-2017 Journal of Competitiveness; Tomas Bata University in Zlin. All rights reserved.
Search powered by Google™

ISSN 1804-171X (Print)
ISSN 1804-1728 (On-line)


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.