Analyzing the Antecedents and Consequences of Brand Love with a Case Study on Apple Cell phone Users

Today facing with unstable nature of consumers’ needs makes it crucial for companies attract and maintain loyal customers to their brands. Therefore due to the importance of brand love in attaining this goal the aim of this study was to analyze the antecedents and consequences of brand love from the viewpoint of Apple cellphone users in Isfahan. To achieve this goal an innovative model was developed and the impact of product involvement and self-brand congruity as the antecedents of brand love were investigated and then the influence of brand love on continuance and affective commitment as its consequences were examined. In order to examine the main hypothesis Structural Equation Modeling (SEM) and Amos graphic have been used. The results imply that product involvement and self-brand congruity affect brand love and users’ brand love influence their continuance and affective commitment.