Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

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,...

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Main Authors: Shirkhodaie Maisam, Rastgoo-deylami Mahsa
Format: Article
Language:English
Published: Tomas Bata University in Zlín 2016-03-01
Series:Journal of Competitiveness
Subjects:
Online Access:http://www.cjournal.cz/files/208.pdf
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spelling doaj-9e75258adb94402db2a7bed5dcae965d2020-11-24T21:34:34ZengTomas Bata University in ZlínJournal of Competitiveness1804-171X1804-17282016-03-0181193710.7441/joc.2016.01.02Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand LoveShirkhodaie Maisam0Rastgoo-deylami Mahsa1Mazandaran UniversityMazandaran UniversityMany 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.http://www.cjournal.cz/files/208.pdfbrand commitmentbrand imagebrand lovevalue congruitypositive word of mouthIran
collection DOAJ
language English
format Article
sources DOAJ
author Shirkhodaie Maisam
Rastgoo-deylami Mahsa
spellingShingle Shirkhodaie Maisam
Rastgoo-deylami Mahsa
Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love
Journal of Competitiveness
brand commitment
brand image
brand love
value congruity
positive word of mouth
Iran
author_facet Shirkhodaie Maisam
Rastgoo-deylami Mahsa
author_sort Shirkhodaie Maisam
title Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love
title_short Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love
title_full Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love
title_fullStr Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love
title_full_unstemmed Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love
title_sort positive word of mouth marketing: explaining the roles of value congruity and brand love
publisher Tomas Bata University in Zlín
series Journal of Competitiveness
issn 1804-171X
1804-1728
publishDate 2016-03-01
description 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.
topic brand commitment
brand image
brand love
value congruity
positive word of mouth
Iran
url http://www.cjournal.cz/files/208.pdf
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