When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devices

Aziziha, H.; Faraji, A.; Zakaria, M.; Hajirasouliha, M.; Mousavi, S.

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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 4 Issue 3 pp. 475-478 , 2014

When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devices Pages 475-478 Download PDF

Authors: Hosseinali Aziziha, Ashkan Faraji, Milad Isakhani Zakaria, Mahsan Hajirasouliha, Seyed Shahab Mousavi

Keywords: Apple mobile device, Emotional intelligence, Love brand

Abstract: This paper presents an empirical study to investigate the effect of emotional intelligence on customer’s adoption of Apple mobile devices. The study considers fife emotional dimensions including emotional management, self-adjustment, empathy, social skills and self-motivation using a standard questionnaire developed by Goleman (2006) [Goleman, D., & Sutherland, S. (1996). Emotional Intelligence: Why it can matter more than IQ. Nature, 379(6560), 34-34]. The study also uses another questionnaire, which measures love brand and both questionnaires are designed in Likert scale. Cronbach alphas for emotional intelligence and love brand are measured as 0.78 and 0.83, respectively, which are above the acceptance level of 0.70. Therefore, we can confirm the validity of both questionnaires. The study is implemented among 384 people who use Apple mobile device, randomly and using Spearman correlation ratio as well as stepwise regression techniques, the study has detected a positive and meaningful relationship between emotional intelligence and love brand for Apple mobile devices.

How to cite this paper

 Aziziha, H., Faraji, A., Zakaria, M., Hajirasouliha, M & Mousavi, S. (2014). When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devices.Management Science Letters , 4(3), 475-478.

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