Abstract
When the customers focus on the positive aspects of a company, and they love its brand, they usually express about that by using the positive words of mouth communication, and this lead them to make purchase decision toward the products and services of the company. Brand love is a recent marketing construct, which has been shown to influence important marketing variables such as word-of-mouth and purchase decision making. This study aims to explore the variables effects, for example, (brand image and brand identification) on brand love and to illustrate the impact of brand love on purchase decision making when word of mouth is mediating. This is a theoretical study tries to develop a conceptual framework. Furthermore, this framework shows that brand image and brand identification are the antecedents of the study, brand love is the independent variable, WOM is the mediating variable and purchase decision making is the dependent variable of this study.
Highlights
Lo Chung (2012) Mentioned that word of mouth deals with the process of transferring of information from one person to the other through oral communication
This study aims to explore the variables effects, for example, on brand love and to illustrate the impact of brand love on purchase decision making when word of mouth is mediating
This is a theoretical study tries to develop a conceptual framework. This framework shows that brand image and brand identification are the antecedents of the study, brand love is the independent variable, WOM is the mediating variable and purchase decision making is the dependent variable of this study
Summary
Lo Chung (2012) Mentioned that word of mouth deals with the process of transferring of information from one person to the other through oral communication. Interpersonal communication or the word of mouth has gained importance in the decision making of the consumers. Brand image and brand identification play an important role in building the costumer's brand love, which is lead to form his/her positive word of mouth and lead the costumer to make purchase decision. Many previous studies used brand image and brand identification as antecedents of brand love, e.g. studies of (Bergkvist et al, 2009; Ismail et al, 2012). Costumer often makes his/her purchase decision according to positive or negative word of mouth and the level of brand love. (brand image and brand identification) on independent variable which is called brand love, in addition, the study will try to illustrate the impact of brand love on dependent variable which is namely purchase decision making when the word of mouth is mediator The study try to explore the effect of an antecedents e.g. (brand image and brand identification) on independent variable which is called brand love, in addition, the study will try to illustrate the impact of brand love on dependent variable which is namely purchase decision making when the word of mouth is mediator
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