Investigating the effect of consumer brand identification factors on purchase intention according to the mediating role of brand Loyalty(Case Study: Domestic Vehicles)

seyedeh mahsa mortazavi asle hir¹ Parviz Ahmadi² Morad Rezaei Dizgah³

1) Master student, Faculty of Management, Rahbord Shomal Higher Education Institute, Rasht Email:
2) Associate Professor, Faculty of Management and Economics, Tarbiat Modares University, Tehran -
3) Assistant Professor, Department of Management, Islamic Azad University, Rasht Branch, Rasht

IOI Code : XDEE-FAHHF
Publication : 17th international Management Conference(17imc.ir)
Abstract :
    The present research aimed at studying the impact of Sensory Brand Experience on Brand Loyalty in Terms of the Role of Customer Satisfaction, Customer Affective Commitment and Brand Equity. Objectively, this is an applied research and in terms of data collection method, it is a survey one; and finally regarding data collection, it is a field research method. The statistical population consisted of Owners of domestic cars in Rasht. A total of 384 subjects was selected by random sampling. A questionnaire containing 20 questions was designed to collect the research data. Content validity of the questionnaire was evaluated by the supervisors and advisors and its reliability was confirmed by Cronbach s alpha coefficient higher than 0.7. SPSS22 software was used for data analysis in descriptive statistics and structural equation modeling with Smart PLS3 software was used for testing the hypotheses in inferential statistics. Findings indicated that the variables of consumer skepticism, brand prestige, brand anthropology and consumer brand participation have a positive and significant effect on consumer brand identification by 25.4, 29.4, 28.8 and 17.3%, respectively. Consumer brand identification has a positive and significant effect of 37.5% on brand loyalty and 46.9% on brand intention.

Keywords : consumer brand identification purchase intention brand loyalty brand prestige brand anthropolog