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Causal model in the relationship between brand love and positive word-of-mouth advertising with the mediation of loyalty and the moderation of emotional commitment in the branches of the Bank of Entrepreneurs
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Hasan Yousefi ghasem kheily1   , Maryam Hafezian2 , Shahrbanoo Dehrouyeh3 |
1- Department of Management, Adib Mazandaran Institute of higher education ,Sari, Iran
2- Assistant Prof., Dept. of Educational Sciences, Adib Mazandaran Institute of higher education ,Sari, Iran , ma.hafez@yahoo.com
3- Assistant Professor, Dept. of Psychology, Adib Mazandaran Institute of higher education ,Sari, Iran |
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Abstract: (7 Views) |
Today, due to the ever-increasing improvement of the competitive environment, the success of any organization in the business world depends to a large extent on the committed work forces who are interested in improving the efficiency of their organization. Committed forces play a significant role in improving business efficiency. Therefore, the present study examined the relationship between brand love and positive word-of-mouth advertising with the mediation of loyalty and the moderation of emotional commitment in the branches of the Entrepreneur Bank in the form of a causal model. The statistical population of this research was 480 employees of the branches of Entrepreneur Bank across the country. A statistical sample of 214 people was selected based on Cochran's sampling formula. To collect data, the questionnaire of Wang and Binti Omar (2023) was adapted. In order to check the validity of content validity, as well as convergent validity and composite reliability, and in order to measure reliability, Cronbach's alpha was calculated as 0.94. Data analysis was done using structural equation modeling under partial least squares (PLS). The findings showed that the significance level of the t statistic (t>±1.96) was greater than the absolute value of 1.96, thus the significance of the hypotheses was confirmed. The results of this research showed that employees' love for the brand is related to employee loyalty. On the other hand, employee loyalty has a positive relationship with word-of-mouth advertising. Employee brand love is positively related to word-of-mouth advertising directly and indirectly through employee loyalty. In addition, emotional commitment positively moderates the relationship between employee loyalty and word-of-mouth advertising. It can be concluded that employee brand love is the driving force for employee loyalty. Branding can help employees' commitment and motivation to provide better services and adhere to organizational goals, in fact, the feeling that they belong to an authentic brand can strengthen employees' commitment to the organization.
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Article number: 12 |
| Keywords: Brand love, brand loyalty, emotional commitment of employees, positive word of mouth, entrepreneur bank |
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Full-Text [PDF 1047 kb]
(2 Downloads)
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Article type: Research |
Subject:
Special
Received: 2025/03/12 | Accepted: 2025/05/19 | Published: 2026/05/31
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