The formation of customer loyalty from brand awareness and perceived quality through special value Borujerd Textile Factories sleepwear brand

Subject Areas : marketing

S. Alameh Hosaini ¹ , Peiman Valipour ²

1 - Department of Textile and Clothing Engineering, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
2 - Department of Textile and Clothing Engineering, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran

Received: 2022-12-02 Accepted : 2023-04-29 Published : 2023-07-23

Keywords: Perceived Quality, loyalty, brand awareness, brand equity,

Abstract :

The current research aims to form customer loyalty from brand awareness and perceived quality through special value The brand of sleeping goods is done by Borujerd textile factories. The research population is 412 customers of the sleep goods of Borujerd textile factories. Sampling has been done from all store branches in Iran. The number of samples is random. The sample size was obtained by Cochran's 199 formula. The data collection tool in this study is a standard questionnaire that has been provided to the statistical community. The results of the calculations are given in this research. The present study is of applied type. Calculations were done in SPSS and PLS software. The findings of the research indicate that brand equity has a 70% impact on the brand awareness of Borujerd textile factories' sleep goods. Also, brand equity has a 71% impact on customer loyalty of Borujerd textile factories' sleep goods. And finally, brand equity has an effect on quality. It is understood that the sleeping goods of Borujerd textile factories have been effective by 57%.