Brands play a central role in consumer behavior and creating strong relationships between customers and their selected Brands have a great impact on customer behavior and Brand preference. Creating such a powerful relationship in some cases creates deep emotional ties and ultimately brings Love for the Brand. Creating and enhancing powerful emotional ties transforms people into tenacious advocates for the Brand, resulting in a huge investment for the company. The purpose of this research is to explore the nature of Love for the Brand and to investigate the relationship between Brand connectivity concepts, trust, satisfaction, and Love for the Brand. To this end, the conceptual model of research was developed based on an extensive literature review. In the first phase, a full data sample of individuals, who were deeply affiliated with a Brand, were selected and a Brand-based association questionnaire was developed. In the second phase, with the dominant quantitative approach, universities, shopping malls, and customers who came to Brand representations were investigated. Sampling method in this phase was available sampling and questionnaire also was tool used in this phase. The results obtained from the structural equation technique indicate that associations result from Brand, Brand satisfaction, and Brand confidence by different intensities affects each other and Brand Love. This study, using a hybrid approach, has tried to explore Love for Brand and, in addition, shows a better vision of emotional relationships.

The main purpose of this study is to investigate the effect of identity made by a Brand for customrers on their anti-Brand activities through Brand Love and Brand jealousy. The present study is an applied research and is descriptive/ survey research in terms of methodology. The statistical population consists of all Benetton customers who buy at benetton store in Shriaz city, of which 384 customers (estimated by Cochran formula) are selected using non-probability sampling method. The questionnaire’s validity is tested by two approaches including face validity and confirmatory factor analysis and its reliability is examined using alpha cronbach (%85). Findings reveal that, identity made by a Brand can affect Brand Love and Brand jealousy while Brand Love can influence Brand jealousy. Another finding shows that Brand Love unlike Brand jealousy has not influenced anti-Brand activism. Analysing the mediating role of variables also shows that Brand Love has mediated – but not fully- the relationship between customer identification with Brand and Brand jealousy.

In present situation, different impasse and problems impose a lot of psychological pressures on people more than ever and as a result, there is a greater sense of insecurity and dissatisfaction in the customer. The use of nostalgic Brand can lead to the restoration of past positive emotions and by reducing the psychological pressures by using these products, Creates deep relationships with the product. On the other hand, it should be considered that in the third millennium, the creation of emotional bonds between the Brand and the customer has become a powerful lever for long-term customer relationships and continuous revenue streams. The purpose of this research is investigate the relationship between nostalgic, trust, customer preference and Brand Love. Initially, the conceptual model of research was developed based on an extensive literature review. The study population included consumers with a long history of product knowledge. Sampling method in this phase was available sampling and close-ended and structured questionnaire also was tool used in this phase. The results indicate that evoked nostalgia, customer preference and Brand trust by different intensities affects each other and Brand Love. This study examines the impact of nostalgia on Brand Love, examines emotional bonds with the Brand from a different aspect, and opens a new perspective on the emotional relationship between consumer and Brand.

The main purpose of this study was to investigate the effects of sport Brand identification on successful extension of sport Brands. In this regard, the role of such variables as Brand Love, Brand commitment and Brand loyalty towards sport Brands is studied. Methodologically, this study falls into descriptive/survey category. Statistical population included all fans of Iranian football Brands in Shiraz city, of which a sample of 384 individuals was selected using Cochran method. The results showed that Brand identification could influence sport Brand Love, commitment, and loyalty. At the same time, it was determined that, of three variables of Brand Love, commitment and loyalty, only Brand loyalty was able to influence the successful extension of sport Brands. Another finding revealed that sport Brand loyalty mediated two relationships: 1. between sport Brand commitment and successful extension of the Brand, and 2. between sport Brand Love and successful extension of the Brand.

This research aims to evaluate the effect of consumer traits, service quality, perception-based factors, customer satisfaction, and e-trust on electronic Brand Love and e-loyalty. In this study, a cross-sectional survey is conducted based on the questionnaire method to collect data from a sample of 300 customers of the Digikala Website in Isfahan, Iran. Structural equation modeling (SEM) is used to test the research hypotheses. According to the results, the service quality, consumer traits, and perception-based factors significantly affected customer satisfaction. Also, e-Brand Love had a significant impact on e-trust and e-loyalty, e-trust significantly affected e-Brand Love and e-loyalty, and e-Brand Love had a significant impact on e-loyalty. To the best of the authors’ knowledge, this research stands among the first to evaluate the factors affecting electronic Brand Love and loyalty. The evaluation of Brand Love on loyalty demonstrated that the greater the amount of Love and fascination with a Brand, the higher the positive effect on consumer loyalty. Overall, managers are recommended to do their best to eliminate misunderstandings and create an interest in consumers, ultimately leading to greater customer loyalty. Managers should pay more attention to Brand experience dimensions, such as sensory marketing. In this regard, creating a Brand community by e-retailers is very helpful.

Purpose: Brand advocacy has emerged as a significant concept in Branding, particularly with the rise of social media, which facilitates Brand promotion through word-of-mouth. This study aims to deepen the understanding of Brand advocacy by exploring the roles of Brand attachment and Brand Love. It introduces a conceptual framework for Brand advocacy and employs a descriptive-survey methodology, using a cross-sectional design.Method: The study targets all customers of the Novin Leather Brand, treating the population as effectively unlimited due to the lack of precise size information. A sample of 384 customers was determined using Cochran's formula and selected via simple random sampling. Data were collected through a questionnaire based on standard sources, distributed electronically via social media platforms and websites. The questionnaire, which includes 5 dimensions and 25 items, was validated using content and construct methods and its reliability was assessed with Cronbach's alpha and composite reliability.Findings: The analysis confirmed the questionnaire’s strong validity and reliability. Data analysis, conducted with inferential statistics and structural equation modeling using the partial least squares (PLS) approach with SmartPLS 3 software, revealed significant relationships. Brand-consumer self-congruity positively affects Brand Love, attachment, and loyalty. Brand Love significantly influences Brand attachment and loyalty. Brand attachment impacts Brand loyalty and advocacy, with Brand loyalty also significantly affecting Brand advocacy.Conclusion: The conceptual model and variables proposed in this study offer valuable insights and serve as a basis for future research in Branding, especially in the domain of Brand advocacy.

The purpose of this study is to investigate the effect of Brand gender on consumer-based Brand Equity with the mediating role of consumer Brand participation and Brand Love. Gender differences are very important for BIC CO and BIC perfume products. Because, BIC Perfume is a successful Brand and has lots of fans. This perfume has been used for both sexes and certain ages that is why it has attracted the attention of many people. In this study, 483 customers of BIC perfume were selected using a Cochran's formula as a statistical sample from an infinite population by simple random sampling. To conduct this study, a questionnaire was used. To confirm its validity, face validity, convergent validity and divergent validity were used, and for its reliability, Cronbach's alpha and combined reliability coefficient were used. Data analysis was performed with SPSS software and Visual-PLS software. The results showed that the masculinity of the Brand (61. . 0) and femininity of the Brand (612. . ) have a significant effect on the Equity of the consumer-based Brand. Brand masculinity (614. 0) and Brand femininity (615. 3) have a significant effect on consumer Brand participation too. Brand masculinity (614. 0) and Brand femininity (615. . ) also have a significant effect on Brand Love. Consumer Brand participation has a significant effect on Brand Love (61220) and consumer-based Brand Equity (61883). Brand Love has a significant effect on consumer-based Brand Equity (6135. ) and finally, Consumer Brand participation and Brand Love play a mediating role in the relationship between Brand gender and consumer-based Brand Equity.

Since hoteling is considered as one of the tourism elements that plays an important role in the economy of the country, then, paying attention to this industry is important. The existence of a dynamic and competitive environment in this industry has led hotel owners to seek to differentiate and find new ways to attract and retain their customers. The purpose of this research is applied and the research method is descriptive and survey. The statistical population of this study was domestic visitors to five star hotels in summer 2017 in Mashhad. The sample size according to the Morgan table is 384 people by stratified random sampling. The data gathering tool for research variables is standard questionnaire. In order to evaluate its validity, we used formal, content, and constructive validity, and its reliability was measured using Cronbach's alpha. Data analysis was performed through structural equation modeling method with Lisrel software. The results showed that the effect of Brand Identity and Brand Life style congruence on Brand Identity was significant. Also The impact of Brand Identification on Brand Love with direct path and its effect on loyalty with mediating role was confirmed. While the mediating role of Identification and its direct effect on Brand loyalty was not significant.

ObjectiveIf consumers have had an unfavorable Brand experience, forgiveness has the ability to reduce, neutralize, or even replace the tension associated with negative emotions with positive emotions. Emotional and close relationships with the Brand, such as Love for the Brand, can be effective in promoting Brand forgiveness (Fcherin & Sampedro, 2019). Additionally, Brand identity insulates consumers from the negative consequences of purchase regret by strengthening their remorse regulation and reducing behavioral discomfort. Furthermore, Brand identity is an antecedent of Brand Love (Davvetas & Diamantopoulos, 201). Consumer Brand identity can lead to customer interaction with the Brand in virtual spaces by creating a of the development of customer-Brand relationships. In fact, a psychological state emerges in the consumer that enables them to understand and feel the Brand and value associated with a Brand name (Zarrin Khat & Mirzaei, 2023). Using celebrity endorsers is one of most popular strategies employed by advertisers. Famous individuals can lend credibility to the Brand in advertising, making competing Brands stand out and helping the Brand become recognizable to consumers. Brand forgiveness by consumers an important strategy for companies to improve and recover from service failures. In this context, the participation of the Brand community in the virtual environment during a Brand crisis has attracted the attention of companies and marketing researchers due to innovative technologies (Nikhashemi et al., 2023). The purpose of this research was to investigate the effect of endorser credibility on virtual Brand community, consumer Brand identification, Brand Love, and Brand forgiveness, with the moderating role of attitude towards the Brand.Research MethodologyThe present study is descriptive-survey research in terms of applied purpose and correlational in nature. The statistical population of this research consists of all Mac Brand consumers in the virtual space, whose number is unknown and unlimited; based on Morgan table, a sample size of 384 was determined. The sampling method used in this research was non-probability sampling. The data collection tool was the questionnaire by Nikhashemi et al. (2023), consisting of 46 items. This study was compiled in three parts: introduction, demographic questions, and questions for measuring the main research variables. To measure Brand forgiveness, there were 5 items; for virtual Brand engagement, 3 items; for consumer Brand identification, 6 items; for attitude towards the Brand, 4 items; for trustworthiness, 4 items; for attractiveness, 4 items; for expertise, 4 items; and for Brand Love, 16 items. A five-point Likert scale was used to assess the variables. Given the standard nature of the questionnaire and the fact that its validity had already been established, it can be said that it has the necessary validity. However, to further determine the validity of the research questionnaire, the method of formal content validity was employed again. For this purpose, the questionnaire was provided to experts, professors, and specialists in the field of research, and they were asked to share their suggestions for corrections. After collecting comments and applying them, the final questionnaire was developed. The average variance extracted (AVE) was utilized to assess the validity of the questionnaire items. To measure the reliability of the research questionnaire, the common method of reliability assessment, Cronbach's alpha coefficient, was used. This coefficient was higher than 0.7 for all variables and equal to 0.927 for the entire questionnaire, indicating a good coefficient and showing the reliability of the research tool is at a desirable level. Additionally, the composite reliability coefficient (CR) was used to assess the reliability of the questionnaire and was found to be acceptable. SPSS software was employed to analyze the data in the descriptive statistics section, while Smart PLS 3 software was used in the inferential statistics section.FindingsIn this study, the dimensions of endorser (expertise, attractiveness, trustworthiness) were considered as independent variables, the Brand forgiveness variable as a dependent variable, and attitude towards the Brand as a moderating variable. Brand Love, virtual Brand engagement, and consumer Brand identification were mediator variables. Nineteen hypotheses were explained in this research, and data collected from all Mac Brand consumers in the virtual space were used to analyze. The results showed that the trustworthiness and attractiveness of the famous endorser, as well as Brand identification, have a significant effect on virtual Brand community engagement; however, this effect was not significant for the dimension of expertise. Additionally, the expertise of the famous endorser had a significant effect on Brand identification, but this effect was not significant for the trustworthiness and attractiveness dimensions. Brand identification had a significant effect on Brand Love and Brand forgiveness. Interaction with the virtual Brand had a significant effect on Brand Love, but the effect of interaction with the virtual Brand community on Brand forgiveness was not significant It was also found that the effect of Brand Love on Brand forgiveness is significant. Finally, the findings confirm the moderating role of Brand attitude in the relationship between the trustworthiness and expertise of the famous endorser and Brand identification concerning virtual Brand community engagement, as well as the attractiveness of the famous endorser on Brand identification.Discussion & ConclusionConsidering that the conceptual model of the research is designed based on the model of Nikhashemi et al. (2023), the innovation of this research lies in testing this model in a new statistical population. In addition to theoretical contributions, the study provides practical insights for managers in the cosmetics industry regarding potential Brand-harm crises. Practitioners need to pay attention to the important role of all dimensions of source credibility as an essential ingredient in achieving favorable outcomes (e.g., consumer Brand identification and virtual Brand community engagement), particularly during a Brand-harm crisis. This study demonstrated that the dimensions of source credibility can not only be considered as antecedents of consumer Brand identification and, to some extent, virtual Brand community engagement, but they can also be regarded as rapid Brand recovery strategy during times of crisis. For instance, source credibility, as a marketing communication strategy, can be used to signal Brand and firm quality. In other words, signals conveyed and communicated via a credible source (e.g., trustworthiness, expertise, attractiveness) differ from other marketing mix elements and impact consumer behavioral outcomes and judgments.