Presentation of the brand acceptance model

The customer-brand relationship has drawn the attention of many marketers and experts over the past years. Thus, this study aimed to provide a model to explain the effects of brand social self-expression, mediated by the variables of brand love and word-of-mouth advertisement, on brand acceptance. The method used in this study was a descriptive-survey method, and the statistical population of the study consisted of airline customers on Instagram, who totaled 4000 people. Using a simple random sampling method and sample volume estimation via Cochran Formula, the number of 380 people participated in the study. The tools for gathering data included a researcher-made questionnaire adopted from Wallace et al.’s Social Self-Expression Scale (2014). Cronbach’s alpha measured the reliability of the tool, and its validity was examined by using face validity under the supervision of factorial validity experts and also using a confirmatory factor test. The results obtained suggested the acceptable reliability and validity of the tool. Data were analyzed at inferential and descriptive levels. At the descriptive level, descriptive indices of mean and standard deviation were used, while at the inferential level, equation modeling was used. SPSS (version 23) and LISREL software were used to analyze the data. Results obtained suggested that brand social self-expression had a positive and significant effect on brand love and the acceptance of brand support. Brand love also significantly and positively affected the acceptance of brand support via word-of-mouth advertisement.