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

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Creative Business and Social Innovations for a Sustainable Future

Part of the book series: Advances in Science, Technology & Innovation ((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.

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Author information

Authors and Affiliations

  1. Dubai, United Arab Emirates

    Abdullah Al-Haddad

Authors
  1. Abdullah Al-Haddad
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Corresponding author

Correspondence to Abdullah Al-Haddad .

Editor information

Editors and Affiliations

  1. American University in the Emirates, Dubai, United Arab Emirates

    Miroslav Mateev

  2. UCLan Cyprus, Larnaka, Cyprus

    Panikkos Poutziouris

Appendix

Appendix

Variable Items:

1. Brand Love:

• This is a wonderful brand

• This brand is totally awesome

• This brand makes me feel good

• This brand makes me very happy

• I love this brand

• This brand is a pure delight

• I’m very attached to this brand

2. Social Identification:

• When someone criticizes this brand, it feels like a personal insult

• I am very interested in what others think about this brand

• When I talk about this brand, I usually say we rather than they

• This brand’s successes are my successes

• When someone praises this brand, It feels like a personal compliment

• If a story in the media criticized this brand, I would feel embarrassed

3. Customer Satisfaction:

• Overall, I am satisfied with this brand

• This brand meets my expectations

• I think I did the right thing when I bought this brand

4. Brand Image:

• This brand is a brand leader

• Using this brand is a social status symbol

• This brand has a good reputation

• This brand is recommended by famous people with whom you identify

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Al-Haddad, A. (2019). Social Identification, Brand Image and Customer Satisfaction as Determinants of Brand Love. In: Mateev, M., Poutziouris, P. (eds) Creative Business and Social Innovations for a Sustainable Future. Advances in Science, Technology & Innovation. Springer, Cham. https://doi.org/10.1007/978-3-030-01662-3_28

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