Document Type : Original Article
M.A. in Business Administration, Shahid Beheshti University, Tehran, Iran
Professor of Shahid Beheshti University, Tehran, Iran
Today, with the sweeping changes and the change of many banking operations through cyberspace, the role of attractive portals and bank websites have become more and more prominent. On the other hand, one of the types of relationships that consumers establish with the brand is the feeling of love for the brand. Brand love creates special mental states in the mind of the customer which creates a strong relationship between the customer and the brand. This can lead to a situation where the customer without the brand, feels like lacking of something. Due to this, in the present study, the effect of website attractiveness on brand love has been studied. The sample population in this study consists of customers and users of Tejarat Bank in Tehran in 2016. The required sample size is 384 and sampling. The sampling method is two-stage (the first stage is the selection of branches by stratified sampling method and the second stage is the selection of customers by non-probabilistic cluster sampling method) and the tool used was a standard questionnaire. Cronbach's alpha and retest methods have been used to ensure the validity. Professors and experts in the field of marketing were asked to ensure the reliability of the measurement tool. The collected data were analysed using SPSS and LISREL software. Research findings show that the attractiveness of the website has a positive and significant effect on brand love. Also, the results of the research indicate the positive and significant effect of all aspects of website attractiveness taken from the of 7C model of Report and Jawarski (2002), on brand love.