Iranian Journal of Management Studies, Volume (6), No (2), Year (2013-1) , Pages (153-178)

Title : ( Investigating the effects of Brand Identity on Customer Loyalty from Social Identity Perspective )

Authors: Ali Shirazi , hanzaleh zeinvand lorestani , AhmadReza Karimi Mazidi ,

Citation: BibTeX | EndNote

A key challenge to brand managers is how to gain a better understanding of relationship between brand and customer loyalty constructs. Researchers have recognized that brand identity plays a key role in brand management. The purpose of his 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 existing perspectives, may be useful in predicting the brand loyalty mechanisms.

Keywords

, Social Identity, Brand Loyalty, Brand Identity, Brand
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@article{paperid:1035459,
author = {Shirazi, Ali and Zeinvand Lorestani, Hanzaleh and Karimi Mazidi, AhmadReza},
title = {Investigating the effects of Brand Identity on Customer Loyalty from Social Identity Perspective},
journal = {Iranian Journal of Management Studies},
year = {2013},
volume = {6},
number = {2},
month = {January},
issn = {2008-7055},
pages = {153--178},
numpages = {25},
keywords = {Social Identity; Brand Loyalty; Brand Identity; Brand Identification.},
}

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%0 Journal Article
%T Investigating the effects of Brand Identity on Customer Loyalty from Social Identity Perspective
%A Shirazi, Ali
%A Zeinvand Lorestani, Hanzaleh
%A Karimi Mazidi, AhmadReza
%J Iranian Journal of Management Studies
%@ 2008-7055
%D 2013

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