Study of Factors Affecting on loyalty to the brand

Subject Areas : مدیریت

Hamid Shahbandarzadeh  Hamid Shahbandarzadeh ¹ (Assistant Professor, Department of Management ,Persian Gulf University, Bushehr, Iran.)
Mohammad Hossein  Kabgani ² (Leccher, Department of Management ,Persian Gulf University, Bushehr, Iran.)

Received: 2017-10-23 Accepted : 2017-10-23 Published : 2017-02-19

Keywords: Marketing, Mathematical Modeling, Nonlinear, loyalty, branding,

Abstract :

Brand and loyalty to it is an important issue to note is very important. Therefore, in this study is the most important factors that affect customer loyalty to a brand be identified. In the previous studies that have examined the issue of loyalty to the brand and the factors influencing brand loyalty were identified. Then, according to previous research, a conceptual model of the factors affecting loyalty to the brand is focused on satisfaction, trust, brand attitude, commitment, brand identity and quality, advertising, distribution and price as most important factors influencing brand loyalty were identified. Next, a survey of experts in marketing and nonlinear mathematical modeling phase, rank each of these factors were extracted. Based on the results of this study weighs the product quality 0/22 and 0/159 respectively with the consent of the weight of the product, with the main factors affecting the growth and profitability of firms based on loyalty to the brand introduced.