Investigating the effect of Brand Identity on customer loyalty, through brand awareness; Case Study: The clients of financial banking services of Export Bank in Ardebil Province

Zahra fathi¹ Dr Saeed Sharifi²

1) ,Student of E-MBA, Science & Researche University , Tehran (Isfahan) - Consortium of Khorasgan
2) Supervisor, Khorasgan University(Isfahan)

Publication : The 4th International Conference on Management and Humanities(4icmhconf.com)
Abstract :
This research is a descriptive-correlational study that is based on the purpose of applied research and in terms of data collection method . The statistical population of this study includes clients of Export Bank , active in Ardebil province . According to the research objectives , A questionnaire including the brand identity , brand awareness , And brand loyalty (cognitive component, emotional component , and customer relationship management component) were used to collect information from a questionnaire . In this study, the sample size is used to estimate sample size , in structural equations , There are about 230 samples . Due to the fact that some of the distributed questionnaires are not returned, 215 of these distributed questionnaires were returned and finally, 205 questionnaires were accepted as the basis for the research . Since the Cronbach s alpha and the related reliability of the Model 0.7 and AVE is greater than 0.5, the convergent validity and reliability are acceptable. All of the studied variables in this study have an alpha coefficient higher than 0.70 and have been measured meaningfully. The Cronbach s alpha coefficient of the whole questionnaire is equal to 0.986. Therefore, the questionnaire has acceptable reliability . Data analysis was performed using Excell , Spss23 software , and factor analysis by Smart Pls3 . The results of the research indicate that among the customers of the Export Bank : 1- brand identity affects customer loyalty; 2- brand identity affects brand awareness; 3- brand awareness affects customer loyalty to brand.
Keywords : Brand Identity Brand Awareness Brand Loyalty.