The Role of Brand Emotional Attachment on Behavioral Responses of Luxury Car Buyers in Tehran

In developing economies, the attention of luxury goods by the middle class is a huge factor in earning an income and creating an economic cycle. In recent years, the interest in luxury cars has increased dramatically in Iran. The purpose of this study is to investigate the effect of brand emotional attachment on the behavioral reactions of luxury car buyers in Tehran, that It examines the impact of its three dimensions (brand interest, brand connect and brand passion) on the dimensions of behavioral response (change intentions and WOM). For this purpose, questionnaires set based on research work by Albert and et al. (2009) and Athanassopoulos and et al. (2001) and was distributed among the buyers of luxury cars in Tehran in a multi-stage cluster that 384 questionnaires were analyzed. Structural equation modeling results shown that brand emotional attachment has positive effect on word of mouth but does not affect change intention and also, Brand passion, brand attachment have a positive impact on word of mouth and change intention but brand interest has no effect on word of mouth advertising and change intention.