Abstract:
Today, the rapid growth and increasing use of social networks has made it possible for sellers, retailers and buyers to communicate more effectively in the online retail environment. In this research, investigating the antecedents and consequences of brand love; From the online consumer's brand engagement to the intention of creating brand value (the case of the study of the Afogh Korosh brand) in the year 1401. The current research is applied in terms of purpose and descriptive-correlation in terms of execution method. The statistical population of the research is all customers of Afogh Korosh stores, whose number is unlimited and unknown, and the statistical sample was calculated using Morgan's table of 384 people in PLS software, with the method of structural equations and confirmatory factor analysis. The results showed that online consumer brand engagement had a significant effect on brand love and willingness to pay a higher price, as well as on the intention to create brand value. Also, brand trust has an effect on brand love and the intention to create brand value, but it did not affect the willingness to pay a higher price. Online consumer brand identity had an effect on brand love and willingness to pay a higher price, but it did not have a significant effect on the intention to create brand value. Finally, love for the brand had a significant effect on the intention to create brand value and willingness to pay a higher price.
Machine summary:
Antecedents and consequences of brand love; From online consumer brand attachment to the intention to create brand value 1 (Case study: Ofogh Kourosh brand) 4 Ali Alirezaee Bejestani 2, Omid Behroudi 3 *, Zahra Mohammadzadeh Abstract Nowadays, the rapid growth and increasing use of social networks have provided the possibility for sellers, retailers, and buyers to communicate with each other much more effectively in the online retail environment.
The aim of this research is to investigate the antecedents and consequences of brand love; from online consumer brand attachment to the intention to create brand value, with Ofogh Kourosh brand as a case study in the year 1401.
The results showed that online consumer brand attachment had a significant effect on brand love, willingness to pay a higher price, and also on the intention to create brand value.
Therefore, the research question is formulated as follows: What are the antecedents and consequences of brand love, ranging from online consumer brand loyalty to the intention to create brand value, in Ofogh Koorosh chain stores?
2- Online consumer brand attachment has a significant effect on the intention to create brand value in Ofogh Koroush stores.
3- Online consumer brand attachment has a significant effect on willingness to pay a higher price in Ofogh Koroush stores.
8- Online consumer brand identity has a significant effect on the intention to create brand value in Ofogh Koroush stores.
9- Online consumer brand identity has a significant effect on the willingness to pay a higher price in Ofogh Koroush stores.
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