The effect of love and commitment to the brand on brand loyalty, willingness to payMore and word of mouth in choosing and buying a smartphone for students of Islamic Azad University of West Tehran student

An era in which the survival of large companies is threatened by competitors and customers do not stay loyal to a brand for a long time and often change brands. On the other hand, the multiplicity of brands has caused people to be more exposed to strategies, advertisements and promotions related to brands, which has led organizations to explore in order to survive and gain more market share. Be more effective with their customers and consumers, manage and manage their brand relationships with consumers.In the present study,using one of the most comprehensive conceptual models available, we have investigated these factors affecting the impact of love and commitment to the brand on brand loyalty, willingness to pay more and word of mouth in choosing and buying a smartphone among Islamic Azad University students. In this research, structural equation method (multivariate analysis) SEM and smart-pls software have been used and Spss software has been used to measure descriptive statistics.The validity of the research is assessed through face, content and structural validity and reliability through Cronbach's alpha and combined reliability (CR). The statistical sample size was obtained from the table related to structural equations, which was a sample of 180 people