The Impact of Brand Equity on Consumer Loyalty

Subject Areas : مدیریت

Mohammad Mahdi Parhizkar ¹ , Saeed Ramezani ² , Vahid Reza Halvaeiha ³

1 - استادیار دانشکده مدیریت، سازمان مرکزی دانشگاه پیام نور تهران، تهران، ایران
2 - استادیار دانشکده مدیریت، سازمان مرکزی دانشگاه پیام نور تهران، تهران، ایران
3 - کارشناس ارشد دانشکده مدیریت، سازمان مرکزی دانشگاه پیام نور تهران، تهران، ایران (عهده دار مکاتبات)

Received: 2012-03-09 Accepted : 2012-11-09 Published : 2013-05-22

Keywords: brand equity- Brand Perception- Brand Perception Value- Brand Image- Brand Reputation,

Abstract :

All company’s activities aimed to earn more profit; in fact it is the ultimate goal for them. But If you want permanent profit you have no choice except of obtaining strategies that lead to consumer loyalty .Of course it is a very difficult target nevertheless these companies have some useful advantages like their brand equity that they can leverage them to achieve this goal. So in this study we tried to examine the impact of brand equity on consumer loyalty. For this reason a survey is undertaken among 160 customers of the three companies in food industry (in Iran). Results of the test of conceptual model indicate that in this case we have no reason to contradict the direct relationship between Brand Reliability and Brand Perception Value and consumer loyalty, and we have found no direct relationship between Brand Image and Brand Reputation and consumer loyalty.