The factors affecting brand love and its consequences in hospital servicesector

The aim of this research is studying brand love effective factors and its consequences in hospitalservices. This research is applicable and is a descriptive survey. Statistical society is all kidney and urinary tractpatients of Shahid Hashemi Nezhad hospital. This research was done in the second half of the 1394. Due to thestatistical society the sample size is 384. Sampling method was available sampling. The data was gatheredthrough questionnaire. The information was analyzed by PLS. the result show that brand reputation, respect andbrand image are the effective factors and consumer forgiveness, citizenship behavior and emotionalcommitment are the consequences of brand love in hospital services.

Keywords:

Brand love , consumer forgiveness , citizenship behavior , respect , affective commitment