Abstract
Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love
Highlights
The industry of cosmetics is one of the most profitable industries in the world
The results showed that brand experience has a positive and meaningful effect on the brand satisfaction, brand trust, brand commitment and brand love
The results showed that stimulation had an effect on the brand image and brand love, but it had no effect on the mouth marketing
Summary
The industry of cosmetics is one of the most profitable industries in the world. All over the world, women with different economic and social levels consume different cosmetics (Sadeqi, 2006). Iran has the second place after Saudi Arabia (Qafari Ashtiani & Akbari, 2013). These statistics show the necessity of research on the behavior of the cosmetics consumer in Iran. Word of mouth in the cosmetics industry and female consumers has of a paramount importance because the statistical society consists mostly of women and they are more affected by these propaganda (Shaemi & Barari, 2011). When one decides to purchase special product according to others advice, a kind of relationship is occurred that called word of mouth marketing. When a product or a service is based on the needs and values of consumers, word of mouth will increase (Tuskej et al, 2013). We investigate the effect of consumer and brand values
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