The Effects of Variety Seeking, Brand Image and Social Self on Brand Love and Word of Mouth

Abstract

Brand love is a recent marketing construct, which has been shown to influence important marketing variables such as word-of-mouth and purchase decision making. This study aims to explore the variables effects, for example, (Variety Seeking, brand image and Social Self) on brand love and word of mouth. Structural Equation Model was used to test the research model. Brand love was investigated in terms of some cars such as SANDERO, TONDAR 90, BRILLIANCE and ARIO in SAIPA Group (The Iranian car industry sector). 290 persons had participated and answered the questionnaire. The questionnaires were administered to employees of SAIPA Group. The result shows that Brand Image and Social Self impact Brand Love that lead to word of mouth but variety seeking don’t effect on brand love. People who are seeking variety are not considered as love brands because they are in search for another brand.