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p-Index From 2021 - 2026
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All Journal International Journal of Economics, Management and Accounting IJEFSD
Jasim, Saif Ali
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Moderating Role of Brand Love and Brand Obsess in Customer-Oriented Deviance: An Exploratory Study Abbas, Zaki Muhammad; Jasim, Saif Ali; Idan, Afrah Raheem
International Journal of Economics, Management and Accounting Vol. 2 No. 1 (2025): International Journal of Economics, Management and Accounting
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijema.v2i1.296

Abstract

The current research examines the interactive role of brand love in its dimensions (brand passion, brand familiarity, brand commitment) and obsession with brand in the customer-oriented deviation represented in (financial motives, ego motives, motives of revenge), and accordingly, the opinions of some customers towards some tourism and travel companies have been surveyed by five companies (Bright Light Company for Tourism and Travel, and Al-Mohib Company for Tourism and Travel,  And the Banner Summit Company for Travel and Tourism, Al-Shams International Company, and Icor Company) for the period (June to late August 2024) and customers showed great cooperation by responding to the paragraphs of the study tool, Accordingly, (593) opinions were collected from the opinions of customers dealing with these companies, and the descriptive analytical approach was adopted in building and interpreting the study variables through the use of statistical packages for the program (SPSS&AMOS). V.28) The results presented that the interactive role of brand love and obsession with tourism companies is closely related to addressing customer-oriented deviation and this motivated these companies to develop their capabilities by providing comfort, air conditioning and distinctive services, but in theory the research has shown a conceptual relationship between brand love and obsession with customer-oriented deviation through what was presented by some previous studies.
Examine The Role of Customer Hope in Explaining The Impact of Brand Charisma on Results of Relationship Between Online Purchase Intentions and Superior Customer Value: Users of Apple Smartphone Products As A Model Jasim, Saif Ali
International Journal on Economics, Finance and Sustainable Development Vol. 8 No. 1 (2026): International Journal on Economics, Finance and Sustainable Development (IJEFSD
Publisher : Research Parks Publishers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31149/ijefsd.v8i1.5585

Abstract

The purpose of the current research is to examine the role of customer hope in explaining the impact of brand attractiveness on the relationship between online purchase intentions represented in (perceived benefit, perceived ease of use, and trend towards use) and the superior customer value, and therefore the research aimed to examine the impact of the attractiveness of the mark on online purchase intentions and the superior customer value through the customer's hope, and accordingly customer opinions were surveyed towards Apple products as a model of (697) online shoppers,  The results were interpreted based on SPSS&SMART.PLS) by extracting means, standard deviations, Cronbach’s alpha reliability coefficient, correlation coefficient, regression coefficient, interpretation coefficient, and critical value, The results showed that brand attractiveness has a positive impact on customer hope, and that customer hope is strongly correlated with online purchase intentions and superior customer value, but in theory this model highlights the statement of the role played by customer hope in the relationship between brand attractiveness and online purchase intentions and superior customer value.
Co-Authors Abbas, Zaki Muhammad Idan, Afrah Raheem