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When the customers focus on the positive aspects of a company, and they love its brand, they usually express about that by using the positive words of mouth communication, and this lead them to make purchase decision toward the products and services of the company. Brand love is a recent marketing construct, which has been shown to influence important marketing variables such as word-of-mouth and purchase decision making. This study aims to explore the variables effects, for example, (brand image and brand identification) on brand love and to illustrate the impact of brand love on purchase decision making when word of mouth is mediating. This is a theoretical study tries to develop a conceptual framework. Furthermore, this framework shows that brand image and brand identification are the antecedents of the study, brand love is the independent variable, WOM is the mediating variable and purchase decision making is the dependent variable of this study.

The Effects of Brand Image and Brand Identification on Brand Love and Purchase Decision Making: The Role of WOM