Reflecting Customer - Brand Identification on Customer's Brand Passion: An Applied Study of Smartphone Brands in Iraq

Abstract

The main objective of the current study is to verify the role of customer-brand similarity in the brand passion for some brands of smartphones, as the sample study consisted of 296 customers, and therefore the problem of the study was formulated with regard to the relationship between the study variables, as a result of which the objectives of the study were defined. The study hypothesis chart crystallized the formulation of the special hypotheses tested in the statistical package to model structural equations in the least squares method (AMOS.V.25) and to analyze what the study tool provided, a set of statistical methods were used: The deterministic factor analysis, the alpha Kronbach coefficient, the determination coefficient (R2), and the normal distribution of data. The results of the study showed a clear and important perception of the relationship between customer-brand similarity and brand passion, and perhaps the most important results of the study are reflected in a positive statistical correlation and impact between customer-brand affinity and brand passion. Customers are familiar with their brand, which means a repeat purchase and a pride in keeping with it despite the presence of other brands. In the light of these findings, the study presented a series of recommendations, the most important of which is (strengthening the relationship between preferred brands and their customers by ensuring the strength and stability of the relationship between them in the light of ongoing marketing research).