The effect of brand love on resilience to brand deficiencies mediated by customer value Case Study: iPhone Cell Phone Users

Aghili, Atefeh (2021) The effect of brand love on resilience to brand deficiencies mediated by customer value Case Study: iPhone Cell Phone Users. Masters thesis, Faculty of social Sciences.

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Abstract

Research Aim: The purpose of this study was to investigate the effect of love for brand on customer resilience toward brand defects by mediating the perceived value of the customer. Research method: The present study is applied in terms of purpose in terms of descriptive correlation method. The statistical population of this study, because of the fact that the questionnaire was distributed online due to the coronavirus pandemic and hard face-to-face access to people, all iPhone mobile phone users throughout Iran are. In this study, non-available sampling method was used to select the sample. In this study, non-available sampling method was used to select the sample. In order to determine the sample size, according to Morgan table, because the size of the statistical population is unlimited, according to which the sample size is equal to 384 people were selected. In order to determine the sample size, according to Morgan table, because the size of the statistical population is unlimited, according to which the sample size is equal to 384 people were selected.

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