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Social Identification, Brand Image and Customer Satisfaction as Determinants of Brand Love

  • Abdullah Al-HaddadEmail author
Conference paper
Part of the Advances in Science, Technology & Innovation book series (ASTI)

Abstract

The emotional relationship between consumers and brands has emerged as a new field of branding. The main purpose of this study is to develop a brand love model. In addition, the interrelationships of social identification, customer satisfaction and brand image in building brand love are investigated empirically. Data were collected using a survey method and the sample was 236 mobile phone users. The model is tested by structural equations modeling (SEM). The results revealed that social identification, brand image and customer satisfaction are considered as a determinants of brand love. Moreover the finding provides a model which we can follow to build brand love. It will contribute to the scientific production in the area of brand Management.

Keywords

Social identification Brand image Customer satisfaction Brand love Mobile phone 

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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.DubaiUnited Arab Emirates

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