Authors

• Shima Saripour ¹
• Azarnoush Ansari ²

¹ MA , Business Management, Department of Management, University of Isfahan, Isfahan, Iran.

² Associate Professor, Department of Management, University of Isfahan, Iran.

Abstract

Purpose of this paper- The purpose of this study is to determine the factors affecting brand love and its effect on purchase intentions through the mediation of word-of-mouth advertising of cosmetics products in the market of Iran. Methodology- The study's statistical po pulation consisted of all customers of cosmetics brands of Lirac, Phyto, and Doctor Murad brands in Iran. Using random cluster sampling, 1500 of them were considered as a sample of the research. For data collection, a standard questionnaire was used with 45 questions. Cronbach's alpha coefficient was used to measure the reliability of the questionnaire. Findings- The results of the research showed that the brand’s images, as well as the brand’s trust, did not have any significant effect on the popularity of these brands among Iranian customers. However, social identity, popularity, image, and word-of-mouth advertising of the studied brands have significantly
affected Iranian customers' purchase intentions. Value of paper- In a more comprehensive perspective, the present research examines the impact of the three main variables of brand image, brand trust, and social identity on brand love, and also the simultaneous impact of brand image and brand love on word-of-mouth advertising on a brand.

Keywords

• Brand image Brand trust Social identity Brand love Word
• of
• mouth advertising Purchase intention