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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Tomas Bata University in Zlín
2016-03-01
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Series: | Journal of Competitiveness |
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Online Access: | http://www.cjournal.cz/files/208.pdf |
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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 |
work_keys_str_mv |
AT shirkhodaiemaisam positivewordofmouthmarketingexplainingtherolesofvaluecongruityandbrandlove AT rastgoodeylamimahsa positivewordofmouthmarketingexplainingtherolesofvaluecongruityandbrandlove |
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1725948818716884992 |