A STUDY ON LOVE BRAND OF MOBILE PHONE BUYERS IN TEHRAN

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AGHAZADEH HASHEM; SHAH HOSEINI MOHAMMAD ALI; PARISHAN FATEMEH

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Journal Paper

Paper Information

Journal: IRANIAN JOURNAL OF MANAGEMENT SCIENCES Year:2015 | Volume:10 | Issue:38 Page(s): 146-158

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Title

A STUDY ON LOVE BRAND OF MOBILE PHONE BUYERS IN TEHRAN

Author(s)

AGHAZADEH HASHEM | SHAH HOSEINI MOHAMMAD ALI | PARISHAN FATEMEH | Issue Writer Certificate

Keywords

LOVE BRANDQ1

SURREALISMQ2

SELF-EXPRESSIVENESSQ2

BRAND IMAGEQ1

Abstract

During the last decade, researchers have paid much attention to consumer’s feelings about brands. They have begun to investigate emotional and feeling reactions of consumer’s behavior. The purpose of this research is to contribute to recent studies on the role that SURREALISM, SELF-EXPRESSIVENESS and BRAND IMAGE are playing in LOVE BRAND of mobile phone buyers. Therefore, the effects of these factors on LOVE BRAND were assessed. A sample survey was conducted among the buyers of mobile phone brands including; Apple, Samsung, Sony, Nokia, HTCLG, DIMO and GLX in Tehran. We analyzed data using the structural equation modeling technique and software Smart-PLS. The results show that all SURREALISM, SELF-EXPRESSIVENESS and BRAND IMAGE have some influences on LOVE BRAND, but SURREALISM has the greatest impact on dependent variable.

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APA: Copy

AGHAZADEH, HASHEM, SHAH HOSEINI, MOHAMMAD ALI, & PARISHAN, FATEMEH. (2015). A STUDY ON LOVE BRAND OF MOBILE PHONE BUYERS IN TEHRAN. IRANIAN JOURNAL OF MANAGEMENT SCIENCES, 10(38), 146-158. SID. https://sid.ir/paper/130314/en

Vancouver: Copy

AGHAZADEH HASHEM, SHAH HOSEINI MOHAMMAD ALI, PARISHAN FATEMEH. A STUDY ON LOVE BRAND OF MOBILE PHONE BUYERS IN TEHRAN. IRANIAN JOURNAL OF MANAGEMENT SCIENCES[Internet]. 2015;10(38):146-158. Available from: https://sid.ir/paper/130314/en

IEEE: Copy

HASHEM AGHAZADEH, MOHAMMAD ALI SHAH HOSEINI, and FATEMEH PARISHAN, “A STUDY ON LOVE BRAND OF MOBILE PHONE BUYERS IN TEHRAN,” IRANIAN JOURNAL OF MANAGEMENT SCIENCES, vol. 10, no. 38, pp. 146–158, 2015, [Online]. Available: https://sid.ir/paper/130314/en

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