Evaluation the effects of brand passion on commitment to brand through the adjusting role of ethics of brand

Abstract

Regarding the existence of different brands in the various fields of consumer products, customers’ commitment to the brand is an important factor in the success of the product of the brand. The present research studies the effects of brand passion on commitment to the brand with regard to the adjusting role of ethics of the brand. Regarding the goal of the study, research methodology applied is practical, and it is conducted as a survey. The research tool comprised three standard questionnaires; for measuring brand passion a 14-question questionnaire (Vallerand et al., 2003) was used, for measuring commitment, a 16-question questionnaire was employed (Shukla et al., 2016), and finally, for the ethics of the brand, a 6-question questionnaire was applied (Brunk, 2012). The statistical community of the study comprised all the consumers of the brands of the sanitary cleaners and detergents. The 384 subjects were selected through a random sampling method. The data thus gathered was analyzed by the software SMART-PLS. And the results showed that brand passion had a positive effect on brand commitment while the variable of the brand ethics had an adjusting role in such effect. Therefore, it is recommended that the managers of the brands of sanitary cleaners and detergents pay special attention to the ethical aspects of the brands so as to increase the commitment of the customers to their brands.

Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

“…As a result, studies have shown that brands that can create and maintain deep emotional bonds (e.g., brand passion) with their customers may increase consumers' willingness to pay a price premium and positive word-of-mouth for the brand; additionally, it may increase brand engagement, purchase intentions, and brand loyalty, which are the ultimate goals of both marketing scholars and brand managers (Gilal et al, 2018). The investigation of the role of brand ethics in adjusting the effects of brand passion on brand commitment (Arayesh et al, 2020). The relationship between the variables of brand passion and brand commitment is significant, and brand ethics plays an important role in this relationship (Arayesh et al, 2020).…”

“…The investigation of the role of brand ethics in adjusting the effects of brand passion on brand commitment (Arayesh et al, 2020). The relationship between the variables of brand passion and brand commitment is significant, and brand ethics plays an important role in this relationship (Arayesh et al, 2020). Brand passion and enjoyment are conceptualized as the affective cornerstones of the consumer engagement process, through which brands encourage their users to participate in brand communities and share their experiences.…”