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Journal:   IRANIAN JOURNAL OF MANAGEMENT STUDIES   JULY 2013 , Volume 6 , Number 2; Page(s) 153 To 178.
 
Paper: 

Investigating The Effects Of Brand Identity On Customer Loyalty From Social Identity Perspective

 
 
Author(s):  Shirazi Ali*, Zeynvand Lorestani Hanzaleh, Karimi Mazidi Ahmadreza
 
* DEPARTMENT OF MANAGEMENT, FERDOWSI UNIVERSITY OF MASHHAD, IRAN
 
Abstract: 
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.
 
Keyword(s): SOCIAL IDENTITY, BRAND LOYALTY, BRAND IDENTITY, BRAND IDENTIFICATION
 
 
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APA: Copy

SHIRAZI, A., & ZEYNVAND LORESTANI, H., & KARIMI MAZIDI, A. (2013). INVESTIGATING THE EFFECTS OF BRAND IDENTITY ON CUSTOMER LOYALTY FROM SOCIAL IDENTITY PERSPECTIVE. IRANIAN JOURNAL OF MANAGEMENT STUDIES, 6(2), 153-178. https://www.sid.ir/en/journal/ViewPaper.aspx?id=354893



Vancouver: Copy

SHIRAZI ALI, ZEYNVAND LORESTANI HANZALEH, KARIMI MAZIDI AHMADREZA. INVESTIGATING THE EFFECTS OF BRAND IDENTITY ON CUSTOMER LOYALTY FROM SOCIAL IDENTITY PERSPECTIVE. IRANIAN JOURNAL OF MANAGEMENT STUDIES. 2013 [cited 2022August19];6(2):153-178. Available from: https://www.sid.ir/en/journal/ViewPaper.aspx?id=354893



IEEE: Copy

SHIRAZI, A., ZEYNVAND LORESTANI, H., KARIMI MAZIDI, A., 2013. INVESTIGATING THE EFFECTS OF BRAND IDENTITY ON CUSTOMER LOYALTY FROM SOCIAL IDENTITY PERSPECTIVE. IRANIAN JOURNAL OF MANAGEMENT STUDIES, [online] 6(2), pp.153-178. Available: https://www.sid.ir/en/journal/ViewPaper.aspx?id=354893.



 
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