Effective Factors on Brand Fidelity with the mediating Role of Customer Commitment

Document Type : Research Paper

Authors

1 Master of Business Administration, Faculty of Economics and Management, Tabriz University, Tabriz, Iran

2 Associate Professor, Department of Business Administration, Faculty of Economics and Management, Tabriz University, Tabriz, Iran

3 Ph.D. candidate of business administration, Strategic Management, faculty of economics and management, Tabriz University, Tabriz, Iran

10.22051/bmr.2024.42993.2436

Abstract

Today, the apereance and growth of different industries and different brands, and the market of intense competition in this field, are associated with economic, social and cultural crises. On the other hand, with ever-changing of consumer demands, Obviously, gaining customer satisfaction and the intention to repurchase the product and then establish long-term and stable consumer relationships with the special brand is not easy. Our goal in this study is to identify the factors affecting the long-term consumer relationship with the brand and create stability in these relationships. Meanwhile, brand fidelity is used as a different and constructive solution to revive these goals. . This research is applied in terms of purpose and is descriptive-survey in terms of nature and implementation. Therefore, the data of this research were collected through an questionnaire. Sample volume obtained from 222 consumers of 10 famous brands (Apple, Samsung, Lara, Salian, LC Waikiki, LC Man, Damat, Cotton, Shirin Asal, Kaleh) in Tabriz city and including Laleh Park Shopping Center. The results of statistical data and structural equation modeling were performed using SPSS and SmartPLS software. Findings indicate that the effect of three factors of brand identification and brand investment and customer satisfaction is through brand commitment and brand commitment strengthens these three factors and has a positive and significant effect on the brand fidelity. Also, all variables except brand investment and customer satisfaction have a positive and significant effect on brand fidelity.

Keywords

Main Subjects

References

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