Abstract:
In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to provide marketing strategies based on these perceptions and to provide long-term management of markets. First, and according to the review of literature, the research model was developed and tested. The research populations were from universities, shopping centers and customers who referred to brand agencies. The random sampling and questionnaire were used. The final model that we have developed and the results from the structural equation technique indicated that brand passion affects brand self-expression, self-brand integration and brand trust. On the other hand self-expression can affect brand trust and a brand self-brand integration. It also showed that self-brand integration has a significant relationship with brand trust. Marketing managers in order to properly and strategically manage a market and design marketing strategies need to appropriately consider the emotional variables and use them.
Machine summary:
Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust Hossein Hajibabeia, Hassan Esmailpurb a Department of Business Management, Central Tehran Branch, Islamic Azad university, Tehran, Iran.
C H R O N I C L E AbstractArticle history: Received: 21/04/2018 Received in revised: 02/09/2018 Accepted: 12/09/2018 Keywords: * Self-expressivebrand* Self-brand integration* Brand passion* Brand trust In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability.
The final model that we have developed and the results from the structural equation technique indicated that brand passion affects brand self-expression, self-brand integration and brand trust.
considering strategies such as creating brand passion, customer-brand integrity, or generally building emotional links create a brand commitment, better management of the marketing mix, turning the customer into a tough defender of the brand, creating conative and attitude loyalty in the worst case, and creating practical loyalty at the best case (Sarkar, 2011; Hajibabaei, Esmailpour & Fallahshams, 2017; Carroll & Ahuvia,2006; Ching Chen & Quester, 2015; Albert & Merunka, 2013; Orth, Limon & Rose,2010; Swaminathan, Stilley & Ahluwalia,2009).
The purpose of this study is to explore emotional links with brands, provide marketing strategies based on these perceptions and answer the question of how would brand passion, integrity, and self- expression affect brand trust?