خلاصة:
A key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. Researchers have recognized that brand identity plays a key role in brand management. The purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust. To test the study hypotheses, a questionnaire was distributed among cellular-phone customers in Iran‟s northeastern city of Mashhad. The collected data were subject to correlational analysis and path analysis modeling. The results revealed that both brand identity and brand identification have indirect effect on brand loyalty through perceived value, trust, and satisfaction. Thus, it is concluded that social identity perspective, when used in conjunction with other existing perspectives, may be useful in predicting the brand loyalty mechanisms.
ملخص الجهاز:
The purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust.
The results revealed that both brand identity and brand identification have indirect effect on brand loyalty through perceived value, trust, and satisfaction.
Researchers have identified several factors affecting brand loyalty, including trust (Harris & Goode, 2004; Morgan & Hunt, 1994), customer satisfaction (Garbarino & Johnson, 1999; Oliver, 1999; Reibstein, 2002), and perceived value (Peterson et al.
The previous research on brand loyalty have focused on its structure and have evaluated factors, such as perceived value, trust, and customer satisfaction (e.
Conceptual model of brand identity-loyalty Loyalty, Trust, Satisfaction, and Perceived Value According to De Chernatony and McDonald (1994), the purpose of branding is to facilitate the circumstances for gaining loyal consumers and retaining them with acceptable cost with the goal of accelerating return on investment.
Previous studies show that when customer satisfaction increases, his/her loyalty to brand will be increased (Gerbing & Anderson, 1988; Gomez et al.
A distinctive brand identity enables the consumers to fulfill their self-definition needs for being unique (Berger & Heath, 2007; Ruvio, 2008; Tian et al.
As the model in Figure 1 shows, value, trust, and satisfaction mediate the relationship between brand identity and brand loyalty.
, 2008; Ashforth & Mael, 1989), brand identification has a certain structure that mediates the effects of brand identity on brand trust, customer satisfaction and brand loyalty.