Reflect Brand Addiction On Customer Sacrifice: An Survey Study Of A Sample Of Customers Of Smart Phone Brands In Iraq

Abstract

The current study aims to verify the impact of brand addiction on brand sacrifice, selected a sample of 268 customers of some brands of smartphones in Iraq and focused on the main question of whether brand addiction can affect brand sacrifice.  The study presented a hypothetic chart explaining the nature of the relationship between variables, which was formulated in the light of a set of hypotheses. The study concluded a set of results, foremost of which is the interest of smartphone companies in fulfilling their promises through offering high quality products that match different customers' tastes. The study recommended the need to understand the brand's customers in a more profound way and to study their needs and desires continuously by relying on permanent surveys to monitor possible changes in their needs and desires.