International Journal of Basic Sciences & Applied Research. Vol., 4 (4), 222-229, 2015
Available online at http://www.isicenter.org
ISSN 2147-3749 ©2015
Reviewing the Relation of Adoring a Brand, being Loyal to a Brand and the
Word of Mouth (Case study: The Branches of Parsian Bank, Golestan)
Seyed Majid Khademi 1, Amir Akhavanfar2*
1
Department of Management, Aliabad Katoul Branch, Islamic Azad University, Alibad Katoul, Iran
2
Assistant Professor of Payam nour University of Iran
*
Corresponding Author Email: [email protected]
Abstract
The present paper aims to review the factors related to adoring the brand of Persian
Bank including (Variety seeking, the image of the brand, the social mentality of the
brand) and considering the relation between the brand love with brand loyalty and
word of mouth between the customers of the branches of this bank in Golestan. The
method applied in this research is descriptive and is applied in terms of the objective
and about the performance method it is descriptive-survey. To collect data the
questionnaire was used. The population in this research involves all customers of
Persian Bank of Golestan that 384 one of them were selected via simple random
method. The data was reviewed using the structural equations model. The findings
resulted from the root analysis using the structural equations show that there is
significant relation between the brand image and also the social mentality with the
variables brand love, brand loyalty, and the word of mouth. But the relation between
the variety seeking and the variables of the research were not confirmed. Persian
Bank is recommended to strengthen the brand love and the factors affecting that
including the brand image, and also optimizing the social mentality of the brand of the
bank among customers in order to enhance the brand loyalty and the word of mouths.
Keywords: Diversification, The brand image, The social mentality, The brand love,
Loyalty, Word of mouth.
Introduction
The brands are vital for service sections, because the intangible nature of the qualitative evaluating services makes
it hard for the customers (Krishnan & Hartline, 2001). Selecting and performing a proper and developed strategy is
counted as the final factor of the success of a service organization such as the banks. If a customer believes that there
are significant differences between the brands and it will result to an important informational section is purchase
decision, its reliance on decision making will increase on the basis of the brand (Anand et al., 1988). In the last decade
the marketing researches have reviewed the brand love and they have confirmed that from the consumer’s viewpoint
such a feeling may happen even when the issue is to like a brand or a situation, as well. Considering the relation
patterns and the supposition that the consumers can relate the human characteristics to brands, the scientific society has
started to give importance to the concept of love and the dependencies (Albert & Valette-Florence, 2010). Love is a
concept mostly heard in daily life. Recently, there have been tight connections between the brands and the products
which are implied by the love. The researches done in this field have introduced the brand love as an exciting
dependence and passion between product and the customers as in the love between two people (Unal & Aidin, 2013).
Carrol and Ahuvia (2006) have defined the brand love as part of the senses of a satisfied customer has about a
special brand. Brand love is part of the relations between the bran-customer (Reimann et al., 2012).
222
Intl. J. Basic. Sci. Appl. Res. Vol., 4 (4), 222-229, 2015
Brand love is effective in different aspects of the customer’s behavior. These behavioral aspects are the customer's
loyalty and word of mouth. According to Richard Oliver et al. loyalty is considered as a deep commitment to
repurchase a product/desired service in the future. Which will lead to a repetitive purchase from the same brand or
series of the brands, respecting the situational factors and influential marketing effects and therefore leads to a change
in behavior (Davis-Sramek et al., 2007)? A loyal customer not only refers to the same favorite brand again and again to
buy his favorite product, but also has a significant role advertising the products and services related to a special
organization through suggesting to relatives, friends or other people, to promote the profitability rate and improving the
image of the organization in the potential customer’s mind (Ghareche & Dabuiian, 2011). Carroll and Ahuvia, (2006) in
their researches have resulted that brand love affects the customers’ loyalty. Of the other aspects of word of mouth of
the customers. From the other side Ardndt (1967) have defined the word of mouth as follows: the face to face
communication between a receiver and a messenger through which the person who receives the message obtains
information about the name, sign, the product or an informational service from non-business channels.
The need of the customers to make a change in their life is necessary. According to Vazquez and Foxall (2006) the
customers being more variety seeking have made a very little connection with the brand and have the tendency to turn
into other brands which will contribute to the lack of loyalty and brand love inside them. From the other side to have the
image of a brand there is no need to buy the product or the services of a brand. But the brand image can be provided as
a result of the customer’s from the sources associated with brand. The researchers have evaluated the positive impact of
the brand image on customer satisfaction and loyalty and in this paper it has been tried to review its effect on brand
love. The brands introducing the person consider the inner and social self of an individual. The social mentality of a
brand is the image the person has around his social position, meaning that how do the others see us? How we appear in
groups? What roles do we need to have in the society? How is our social base? How do the others behave with us and
how do we behave them?
There has been no research background seen in the factors effective in brand love and the consequences in banking
industry in which the brand and the customer loyalty is of a great importance. Hence, despite the study gap inside the
country about the brand love or reviewing the factors strengthening brand love among customers (the customers’
variety seeking, the brand image, the social image of the brand), the researcher intends to apply the most comprehensive
model represented in the factors related to brand love and its consequences so that these factors are recognized and
strengthening them the brand love, brand loyalty and the word of mouth is empowered among the customers of Persian
Bank. As a result considering the mentioned literature the main objective of the present research is to realize and review
the relation of the factors related with the brand love in Persian Bank including (variety seeking, brand image, the social
mentality of the brand) and also considering the brand love relation and word of mouth advertisement among the branch
customers of this bank in Golestan.
The history
According to the ideas of Fournier (1998) the people make strong emotional connections with brands which this
issue stays in a person’s mind for years like being in love with a special person and make the people loyal to the
mentioned brand. Park et al (2010) believe that the more the consumers are loyal to the brand and the more they love it,
the more they are willing to use their personal resources (such as money, time etc.) to keep a consistent relation with
that brand and also they are more loyal to the brand. These researchers have approved the effect of brand dependency
on the behaviors of the consumers.
Carroll and Ahwia (2008), Unal and Aidin (2013) have resulted that the more the customers’ love to the brand is,
the more the word of mouth advertisement among customers. Also Albert and Moronca have realized that the more the
brand love, the more the word of mouth advertisement.
Vazquez and Foxall (2006) believe that the variety seeking of the customers will lead the customer’s love toward
brand and as a result their loyalty to decrease. Also Unal and Aidin (2013) in their research have found that there is a
reverse relation between the customers’ variety seeking and the brand love and also brand loyalty and the word of
mouth advertisement.
Hung (2008) has found that enhancing the brand image will lead to increase the brand loyalty among the
customers. Unal and Aidin (2013) have found in their studies that there is a positive and significant relation between the
brand image and brand love in one side and also the brand loyalty and word of mouth advertisement from the other
side.
Aron et al (1995), in their studies have reviewed the relation between the social mentality and the brand love.
Considering their findings, the brand love reflected a more identity. Ahuvia (2005) in his study also has reviewed the
relation between the social mentality of a brand and the brand love a showed that the loving a higher brand reflected the
social mentality of a higher brand among people.
223
Intl. J. Basic. Sci. Appl. Res. Vol., 4 (4), 222-229, 2015
Considering the mentioned ideas in the previous parts, the conceptual model of the present research has been
adopted from Unal and Aidin research (2013). The main objective of the present research is to recognize and review the
relation of the factors related to brand love in Parsian Bank including (variety seeking, the brand image, and the social
mentality) and also investigating the relation of brand love on brand loyalty and the word of mouth advertisement
among the customers of the branches in Golestan.
H5
Variety seeking
Brand Loyalty
H2
H1
Brand image
H10
H4
Brand Love
H12
H11
H7
The social mentality
Word to mouth
advertisement
H9
H6
H8
Figure1. The conceptual model of the research.
Methodology
The present paper is applied in terms of objective and about the method it is of the descriptive-survey and
correlational research. The population used in this paper is all customers of Persian Bank branches of Golestan which
has been considered as indefinite. Since the population includes all customers of Persian Bank branches in Golestan.
Considering the customer population as countless and according to Morgan’s table the sample size is 384 ones selected
and the questionnaires were distributed between the customers through simple random and they were analyzed after
being collected and completed. The questionnaire used for variables is adopted from the researches of Unal & Aidin
(2013). This questionnaire has 25 questions which is ranked in five groups from absolutely disagree (1) to absolutely
agree (5) on the basis of Likert’s range. A copy of that was given to the masters for confirming the validity. Then, some
questions which were obscure or ambiguous or the ones which have no relation with the subject, the place, and the
populations have been clarified. To determine the reliability the chronbach Alpha has been taken in use. The results
have shown that the questionnaire was desirably reliable (table1).
Table 1. Reliability and the reference of designing the questions of questionnaire.
Resource
)Unal & Aidin) 2013
)Unal & Aidin) 2013
)Unal & Aidin) 2013
)Unal & Aidin) 2013
)Unal & Aidin) 2013
)Unal & Aidin) 2013
Reliability
The number of the questions
Variable
0.952
0.900
0.917
0.912
0.975
0.964
6
3
4
7
2
3
Variety seeking
Brand image
Social self
Brand love
Brand loyalty
Word of mouth advertisement
Also in this research to review the validity of the structure the exploratory factor analysis, the analysis of the main
factors and the evolutionary factor matrix using SPSS 16 software.
224
Intl. J. Basic. Sci. Appl. Res. Vol., 4 (4), 222-229, 2015
Table 2. KMO and Barttlet test.
0.884
0.000
Standard measure of sampling adequacy. KMO
The significance level of Barttlet model
According to the KMO number (higher than 0.7) and the significance number of Barttlet testing (sig<0.05) it can be
said that the data for performing the factor analysis is proper and also has the needed conditions. Continuously the the
rotated factor matrix is given. This correlational matrix determines the Items (questions and the variables) and the factor
that the relation is clarified via correlation size. In this matrix the load factors (the factor values) of each of the variables
is higher than 0.5 and goes underneath of the considered factor through which the higher is this factor (coefficient), the
greater role the related factor has in all changes (variance) in the mentioned variable. The following table shows that
which questions and through which load factors are connected to these factors.
Table 3. The rotated factor matrix.
Component
VS1
VS2
VS3
VS4
VS5
VS6
BI1
BI2
BI3
SS1
SS2
SS3
SS4
BLO1
BLO2
BLO3
BLO4
BLO5
BLO6
BL1
BL2
BL3
WOM1
WOM2
WOM3
1
-0.042
0.011
-0.021
-0.078
-0.017
-0.028
0.206
0.286
0.273
0.120
0.118
0.057
0.125
0.879
0.952
0.825
0.953
0.934
0.953
0.232
0.234
0.238
0.252
0.254
0.290
2
0.891
0.894
0.908
0.872
0.910
0.902
-0.057
-0.077
-0.025
0.012
-0.042
0.008
0.009
0.008
-0.041
-0.063
-0.039
-0.039
-0.036
-0.118
-0.065
-0.065
-0.030
-0.028
-0.010
3
0.037
0.006
-0.044
-0.015
-0.030
0.025
0.097
0.085
0.107
0.857
0.892
0.914
0.850
0.144
0.087
0.105
0.086
0.085
0.088
0.116
0.119
0.115
0.131
0.133
0.149
4
-0.069
-0.046
-0.017
0.013
-0.046
-0.076
0.207
0.220
0.178
0.099
0.078
0.073
0.047
0.144
0.118
0.212
0.116
0.122
0.125
0.843
0.908
0.905
0.205
0.207
0.206
5
0.023
-0.044
0.056
-0.060
-0.034
-0.023
0.132
0.165
0.166
0.093
0.101
0.078
0.079
0.173
0.148
0.159
0.152
0.150
0.149
0.240
0.197
0.196
0.902
0.907
0.826
6
-.0039
-0.005
-0.057
-0.024
-0.049
0.000
0.844
0.851
0.802
0.070
0.107
0.032
0.060
0.144
0.153
0.169
0.152
0.158
0.161
0.236
0.210
0.210
0.163
0.158
0.168
To estimate the model the maximum probability method and to review the fitting of the model the comparative fitting
index (CFI), the adjusted fitting index (AGFI), the normalized fitting index (NFI), the non-normalized fitting index
(NNFI), the root mean square of error approximation (RMSEA) were used.
Table 4. The fitting indexes of evaluating model.
225
Result
Value
Proper
Proper
Proper
Proper
Proper
Proper
Proper
2.81
0.97
0.92
0.9
0.96
0.97
0.069
The acceptable
domain
3>
0.9<
0.9<
0.9<
0.9<
0.9<
0.08>
The fitting index
(The ratio of chi-square to degrees of freedom)
CFI (the comparative fitting index)
GFI (the fitness index)
AGFI (the adjusted fitting index)
NFI (the normalized fitting index)
NNFI (the non-normalized fitting index)
RMSEA (the root mean square of error approximation)
Intl. J. Basic. Sci. Appl. Res. Vol., 4 (4), 222-229, 2015
As can be seen in the above table all coefficients of the fitting are in the acceptable threshold. The ratio of The ratio of
chi-square to degrees of freedom equals to 2.81 and also the CFI ،GFI ،AGFI ،NFI ،NNFI coefficients are all higher
than 0.9 and the RMSEA is lower than 0.08.
Results
After performing the confirmatory and exploratory factor analysis to make connections between the independent
and dependent variables of the research, the suggested model was tested via Lisrel 8.8 software. This multi-variable
analysis method is of the most powerful analysis methods in behavioral and social science researches, because the
nature of such issues is multi-variable and we can solve them through two-variable methods. The multi-variable
analysis are the analysis methods which its main features are the simultaneous analysis of the independent variable K
and dependent variable N. the results related to testing the final model have been shown in figures 3 and 4.
Figure 2. The testing of the conceptual model of the research in standard estimation mode.
226
Intl. J. Basic. Sci. Appl. Res. Vol., 4 (4), 222-229, 2015
Figure 3. The testing of the conceptual research in significance mode.
To review the relation between the variables of the research the root analysis was used. According to table 4 it can be
said that the coefficient of the root relation between the variety seeking and the brand love is -0.02. The t statistics is 0.46 for this coefficient, as well, meaning that this relation is negative but its value is lower than the significance
threshold which is 1.96. Therefore, the first hypothesis of this research which is the relation between the variety seeking
and the brand love is not confirmed.
The coefficient of the root relation between the variety seeking and the brand loyalty is 0.01. The t statistics is 0.31
for this coefficient, as well, meaning that this relation is negative but its value is lower than the significance threshold
which is 1.96. Therefore, the second hypothesis of this research which is the relation between the variety seeking and
the brand loyalty is not confirmed.
On the other hand the coefficient of the root relation between the brand image and the brand love is 0.45. The t
statistics is 8.66 for this coefficient, as well, meaning that this relation is positive but its value is higher than the
significance threshold which is 1.96. Therefore, the fourth hypothesis of this research which is the relation between the
brand image and the brand love is confirmed.
Also the coefficient of the root relation between the brand images on the brand loyalty is 0.40. The t statistics is
7.32 for this coefficient, as well, meaning that this relation is positive but its value is higher than the significance
threshold which is 1.96. Therefore, the fifth hypothesis of this research which is the relation between the brand image
and the brand loyalty is confirmed.
Also the coefficient of the root relation between the brand images on the word of mouth advertisement is 0.15. The
t statistics is 2.71 for this coefficient, as well, meaning that this relation is positive but its value is higher than the
significance threshold which is 1.96. Therefore, the sixth hypothesis of this research which is the relation between the
brand images on word of mouth advertisement is confirmed.
On the other hand the coefficient of the root relation between the social mentalities on brand love is 0.13. The t
statistics is 2.63 for this coefficient, as well, meaning that this relation is positive but its value is higher than the
significance threshold which is 1.96. Therefore, the seventh hypothesis of this research which is the relation between
the social mentalities on brand love is confirmed.
Also the coefficient of the root relation between the social mentalities on brand loyalty is 0.12. The t statistics is
2.66 for this coefficient, as well, meaning that this relation is positive but its value is higher than the significance
threshold which is 1.96. Therefore, the eighth hypothesis of this research which is the relation between the social
mentalities on brand loyalty is confirmed.
Also the coefficient of the root relation between the social mentalities of the brand on word of mouth
advertisement is 0.12. The t statistics is 2.67 for this coefficient, as well, meaning that this relation is positive but its
227
Intl. J. Basic. Sci. Appl. Res. Vol., 4 (4), 222-229, 2015
value is higher than the significance threshold which is 1.96. Therefore, the ninth hypothesis of this research which is
the relation between the social mentalities of the brand on word of mouth advertisement confirmed.
According to the model it can be said that the coefficient of the root relation between the brand loves on brand loyalty is
0.18. The t statistics is 3.54 for this coefficient, as well, meaning that this relation is positive but its value is higher than
the significance threshold which is 1.96. Therefore, the tenth hypothesis of this research which is the relation between
the brand loves on brand loyalty is confirmed.
Also according to the model it can be said that the coefficient of the root relation between the brand loves on word
of mouth advertisement is 0.22. The t statistics is 4.48 for this coefficient, as well, meaning that this relation is positive
but its value is higher than the significance threshold which is 1.96. Therefore, the eleventh hypothesis of this research
which is the relation between the brand loves on word of mouth advertisement is confirmed.
According to the model it can be said that the coefficient of the root relation between the brand loyalties on word
of mouth advertisement is 0.27. The t statistics is 5.25 for this coefficient, as well, meaning that this relation is positive
but its value is higher than the significance threshold which is 1.96. Therefore, the twelfth hypothesis of this research
which is the relation between the brand loyalties on word of mouth advertisement is confirmed.
In the following table the root and the significance coefficients between the research variables have been shown.
Table 5. The results of the direct relation and the significance coefficient of the model hypotheses.
Result
Sig
Rejected
Rejected
Rejected
0.461.320.31
Root
coefficient
0.020.060.01
Sig.
Root
VS-BLOVE
VS-BL
VS-WOM
Variety seeking-Brand love
Variety seeking- Brand loyalty
Variety seeking-Word of mouth
advertisement
Brand image-Brand love
Brand image-Brand loyalty
Brand image-Word of mouth advertisement
Confirmed
Confirmed
Confirmed
8.66
7.32
2.71
0.45
0.4
0.15
BI-BLOVE
BI-BL
BI-WOM
Confirmed
Confirmed
Confirmed
2.63
2.66
2.67
0.13
0.12
0.12
SS-BLOVE
SS-BL
SS-WOM
Confirmed
Confirmed
3.54
4.48
0.18
0.22
Confirmed
5.25
0.27
BLOVE-BL
BLOVEWOM
BL-WOM
Social mentality-Brand love
Social mentality-Brand loyalty
Social mentality- Word of mouth
advertisement
Brand love-Brand loyalty
Brand love-Word of mouth advertisement
Brand loyalty- Word of mouth advertisement
Conclusion
The objective of the present study is to review the factors related to brand love in Persian Bank including (variety
seeking, brand image, the social mentality of brand) and reviewing the relation between brand love on brand loyalty and
the word of mouth advertisement among the customers in the branches of Persian Bank in Golestan. The results have
shown that there is a significant relation between the variables of brand image and the social mentality with the
variables of brand love, brand loyalty and word of mouth advertisement. But there is no significant relation between the
variety seeking of the customers with brand love, brand loyalty and the word of mouth advertisement. Also the results
have shown that there is a significant relation between the brand love with brand loyalty and the word of mouth
advertisement and also between the brand loyalties with word of mouth advertisement. The finding of the present
research is parallel with the researchers Unal and Aidin (2013) and Carroll and Ahuvia (2006). Unal and Aidin (2013)
have resulted that the brand image and the social mentality of the brand has a positive effect on brand love but the
variety seeking did not have a positive effect on brand love. The variety seeking had a negative effect on brand loyalty.
Also the results showed that the brand love has a positive impact on brand loyalty and word of mouth advertisement.
Also Carroll and Ahuvia (2006) resulted that the social mentality of the brand has influence on the brand love and the
brand love affects the brand loyalty and mouth to mouth advertisement.
228
Intl. J. Basic. Sci. Appl. Res. Vol., 4 (4), 222-229, 2015
References
Ahuvia AC, 2005. Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives. Journal of Consumer
Research. 32(1): 171-184.
Albert N, Valette-Florence P, 2010. Measuring the love feeling for a brand using interpersonallove items. Journal of
Marketing Development and Competitiveness. 5(1): 57-63.
Anand P, Holbrook MB, Stephens D, 1988. The Formation of Affective Judgments: The Cognitive Affective Model
versus The Independence Hypothesis. Journal of Consumer Research. 15: 386-391.
Ardndt J, 1967. Role of product related conversations in diffusion of a new product. Journal of marketing research.
4(3): 291-295
Aron A, Paris M, Aron EN, 1995. Falling in love: prospective studies of self-concept change. Journal of Personality and
Social Psychology. 69: 1102–1112.
Carroll BA Ahuvia CA, 2006. Some antecedents and outcomes of brand love. Market Letter. 17(2): 79-89.
Davis-sramek B, Mentzer TJ, Sank PT, 2007. Creating Consumer durable retailer Customer loyalty through order
fulfillment service operations. Journal of operations management. 26(26): 781-797.
Fournier S, 1998. Consumers and their brands: developing relationship theory in consumer research. Journal of
consumer research. 24(4): 343-353.
Ghareche M, Dabuiian M, 2011. The loyalty of employees in interaction with the loyalty of customers of service
industries. Seasonal research-scientific Mag. Of modern marketing researches. 3: 27-46.
Hung CH, 2008. The Effect of Brand Image on Public Relations Perceptions and Customer Loyalty. International
Journal of Management. 25(2): 237.
Krishnan BC, Hartline MD, 2001. Brand equity: is it more important in services?. Journal of Services Marketing. 15(5):
328-342.
Park C, MacInnis D, Priester J, Eisingerich A, Iacobucci D, 2010. Brand Attachment and Brand Attitude Strength:
Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing. 74: 117.
Reimann M, Castano R, Zaichkowsky J, Bechara A, 2012. How we relate to brands Psychological and
neuropsychological insights into consumer-brand relationships. Journal of Consumer Psychology. 22: 128-142.
Unal S, Aidn H, 2013. An Investigation on the Evaluation of the Factors Affecting Brand Love. Procedia - Social and
Behavioral Sciences. 92: 76-85.
Vazquez-Carrasco R, Foxall GR, 2006. Influence of personality traits of satisfaction, perception of relational benefits,
and loyalty in a personal service context. Journal of Retailing & Consumer Services. 13(3): 205-219.
229