When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devices
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 questi...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Growing Science
2014-03-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2014_22.pdf |
| _version_ | 1818332710242877440 |
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| author | Hosseinali Aziziha Ashkan Faraji Milad Isakhani Zakaria Mahsan Hajirasouliha Seyed Shahab Mousavi |
| author_facet | Hosseinali Aziziha Ashkan Faraji Milad Isakhani Zakaria Mahsan Hajirasouliha Seyed Shahab Mousavi |
| author_sort | Hosseinali Aziziha |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-13T13:40:04Z |
| format | Article |
| id | doaj.art-14a15311e3494022bad4b32c973f0a0c |
| institution | Directory Open Access Journal |
| issn | 1923-2934 1923-9343 |
| language | English |
| last_indexed | 2024-12-13T13:40:04Z |
| publishDate | 2014-03-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-14a15311e3494022bad4b32c973f0a0c2022-12-21T23:43:36ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-03-014347547810.5267/j.msl.2014.1.022When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devicesHosseinali AzizihaAshkan FarajiMilad Isakhani ZakariaMahsan HajirasoulihaSeyed Shahab Mousavi 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.http://www.growingscience.com/msl/Vol4/msl_2014_22.pdfEmotional intelligenceLove brandApple mobile device |
| spellingShingle | Hosseinali Aziziha Ashkan Faraji Milad Isakhani Zakaria Mahsan Hajirasouliha Seyed Shahab Mousavi When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devices Management Science Letters Emotional intelligence Love brand Apple mobile device |
| title | When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devices |
| title_full | When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devices |
| title_fullStr | When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devices |
| title_full_unstemmed | When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devices |
| title_short | When consumers love their brands: Exploring the consumers’ emotional characteristics on purchasing Apple mobile devices |
| title_sort | when consumers love their brands exploring the consumers emotional characteristics on purchasing apple mobile devices |
| topic | Emotional intelligence Love brand Apple mobile device |
| url | http://www.growingscience.com/msl/Vol4/msl_2014_22.pdf |
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