Investigating the effect of Brand Identity on customer loyalty, through brand awareness; Case Study: The clients of financial banking services , are among all active state banks , of 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)

IOI Code : XADC-CZABG
Publication : The 4th International Conference on Management and Humanities(4icmhconf.com)
Abstract :
    This research is a descriptive-correlational study based on the purpose of applied research and in terms of collecting data, which is implemented in field form. The statistical population of this study includes financial services clients of the ALL State Bank s , active in Ardebil province, Including (Meli, Mellat , Export , Trade , Housing , Agriculture , Sepah). A questionnaire including brand identity items, brand awareness, brand loyalty (with cognitive components, emotional component and customer relationship management component) were used to collect information. Data analysis was performed using Excell , Spss23 software , and factor analysis by Smart Pls3 . 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. Because AVE values are greater than 0.5, convergent validity is acceptable. The AVE rotational values on the original matrix diameter are higher than the lower values of each cell, and so the divergent narrative model is relatively acceptable. The results of the research indicate that among the customers of the National 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