Aziziha، Hosseinali نويسنده Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran , , Faraji، Ashkan نويسنده Department of Management and Accounting, South Branch, Islamic Azad University, Tehran, Iran , , Isakhani Zakaria، Milad نويسنده Department of Management and Accounting, University of Tehran, Tehran, Iran , , Hajirasouliha، Mahsan نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran , , Mousavi، Seyed Shahab نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran ,
This paper presents an empirical study to investigate the effect of emotional intelligence on customer’s adoption of Apple mobile devices. The study considers fife emotional dimensions including emotional management, self-adjustment, empathy, social skills and self-motivation using a standard questionnaire developed by Goleman (2006) [Goleman, D., & Sutherland, S. (1996). Emotional Intelligence: Why it can matter more than IQ. Nature, 379(6560), 34-34]. The study also uses another questionnaire, which measures love brand and both questionnaires are designed in Likert scale. Cronbach alphas for emotional intelligence and love brand are measured as 0.78 and 0.83, respectively, which are above the acceptance level of 0.70. Therefore, we can confirm the validity of both questionnaires. The study is implemented among 384 people who use Apple mobile device, randomly and using Spearman correlation ratio as well as stepwise regression techniques, the study has detected a positive and meaningful relationship between emotional intelligence and love brand for Apple mobile devices.