Examining the mediating role of brand love and brand trust in the effect of brand experience on brand loyalty (Study case: customers of Razavi products in Mashhad)

masoome arabshahi¹ mehrdad yousefi²

1) Assistant Professor of the Management Department of Imam Reza International University
2) Master of Business Administration, Imam Reza International University

IOI Code : AZEE-AZFDGH
Publication : 5th.International Conference on Dimensions of Innovation in Islamic Arts and Crafts(5ircica.ir)
Abstract :
    his research has been conducted under the title of examining the mediating role of brand love and brand trust in the effect of brand experience on brand loyalty. The method of the present research is applied in terms of the purpose, in terms of the method of data collection in a descriptive-correlative manner and in terms of the method of data analysis in a quantitative manner. The statistical population in this research is all the customers of Razavi products in the city of Mashhad, according to the information obtained, the number of their customers is uncertain and according to the Morgan table, 384 people were selected using the available non-probability sampling method. The measurement tool of this research is a combined questionnaire based on Na et al. s (2023) articles, which has 21 questions and their content and structure validity have been confirmed; Also, to measure the reliability of the questionnaires, Cronbach s alpha coefficient test was used, which was equal (0.75, 0.74, 0.79, 0.83, 0.86 and 0.87) were obtained. Also, in order to analyze the data, assuming the normality of the data, structural equation technique was used using Smart Pls software. The results showed that brand trust and brand love can mediate the effect of brand experience on attitudinal and behavioral loyalty. Also, brand experience has a positive and meaningful effect on brand trust, brand love, attitudinal loyalty, behavioral loyalty, and word-of-mouth advertising. And brand trust has a positive and significant effect on brand love, attitudinal loyalty and behavioral loyalty. Also, brand love has a positive and meaningful effect on attitudinal and behavioral loyalty. ارسال بازخورد پانل‌های کناری سابقه ذخیره‌شده‌ها

Keywords :