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Designing a model of the effect of brand experience and awareness on brand love and consumers’ intention

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Document Type : Research Paper

Abstract

Objective: The aim of the study was designing a model of the effect of brand experience and awareness on brand love and consumers’ intention.
Methodology: The current study was descriptive as collecting data and functional that was done as a field survey. The statistical population included the consumer of Tehran body building clubs that they was selected on bases cluster sampling method, 5 regions from Tehran was selected and then 10 clubs was selected from every region and  then was selected randomly 12 customers from every club that has special condition. For measuring the validity of the questions, the content and construct validity were measured that the factor loading in the all of them were more than 0.7. For answering the questions,  was used correlation coefficient and SEM.
Results: the results of path analysis were shown brand experience and awareness have effect (0.53 & 0.47) on brand love and consumer’s intention in respect. Also the model was become well and good fitness and was shown the relationships had been logical.
Conclusion: With attention on the results, it must been recognized the factors were caused increasing love between brand and consumer till with Reinforcement of the factors, was effected on consumer intention for buying or using the services.

Keywords

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Sport Management and Development
Volume 8, Issue 2 - Serial Number 18
September 2019
Pages 91-100
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