Influence of Consumers Emotional Characteristics on Brand Love

This empirical study has made an attempt to investigate the effect of emotional intelligence on customers' adoption of Samsung mobile devices. Four emotional dimensions "well-being, self-control, emotionality, and sociability", have been considered while preparing the questionnaire which was developed by Petrides, another questionnaire using five dimensions "Idealization, Memories, Pleasure, Intimacy and Uniqueness" was constructed for measuring brand love and five point Likert scale was used for purpose of analysis. The questionnaire was distributed among 360 students who use Samsung mobile devices, and based on the values derived from Structural Equation Model (SEM) it is detected that Self-control and Emotionality have a positive relationship with Brand Love factors when compared to Well-being and Sociability.