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

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Mohammad Bagher Arayesh
Ali Touhidi Moghaddam
Shahram Sultani

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.

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