The purpose of this study is "the effect of brand equity on consumer satisfaction and brand loyalty in Wood & Paper industry of the Mazandaran Province ". The research method used in this study is descriptive and correlational-structural equation modeling(SEM) techn More
The purpose of this study is "the effect of brand equity on consumer satisfaction and brand loyalty in Wood & Paper industry of the Mazandaran Province ". The research method used in this study is descriptive and correlational-structural equation modeling(SEM) technique. Statistical population of this study is all consumers of Wood & Paper industry of the Mazandaran Province that is unlimited their number. 384 samples are selected based on Cochran formula. The data collection tool is a standard questionnaire, and Cronbach's alpha coefficient test is used to assess the reliability. The obtained alpha equals to 0.862 which represents the reliability of questionnaire design. Finally, the data set is analyzed using LISREL software. The results show that there is a significant and positive effect between dimensions of brand equity with consumer satisfaction (except, employee behavior and brand awareness) and brand loyalty (except ideal self- image and brand identity), and customer satisfaction will have a positive and significant effect on brand loyalty, too
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