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IJSTR >> Volume 6 - Issue 6, June 2017 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Investigate The Relationship Between Brand Equity, Brand Loyalty And Customer Satisfaction

[Full Text]

 

AUTHOR(S)

Farbod Souri

 

KEYWORDS

brand equity, brand loyalty, customer satisfaction

 

ABSTRACT

The purpose of this study, conducted an empirical study in the field of marketing in order to investigate the relationship between brand equity, brand loyalty and customer satisfaction in Refah stores in which Nam and colleagues model (2011) have been used. In this model, the relationship between brand equity and brand loyalty and customer satisfaction is evaluated. To review research a sample of 384 customers was selected as a stepwise clustering. Data gathered by standard questionnaire with 23 questions that its validity and reliability confirmed and was distributed among the statistical population. Data analysis was performed using descriptive statistics and inferential statistics. At the level of Descriptive statistics, indices such as frequency and frequency percentage were used and in inferential statistics, correlation methods, structural equation modeling, path analysis has been done using the spss and lisrel software. The results of the analysis showing the existence of a significant and positive relationship of brand equity on customer satisfaction and loyalty. In general, the ability of Refah store to increase customer satisfaction and brand loyalty of customers to Refah brand being associated with the brand equity (05/0> p).

 

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