The effect of brand communications on brand loyalty by focus on role of brand trust, satisfaction and commitment components
Subject Areas :
Majid Esmaeilpour
1
*
,
Manicheh Bahrainizadeh
2
,
Hadeis Mosavi
3
1 - Associate Professor in Marketing Management, Department of Business Management, Faculty of Business and Economics, Persian Gulf University Bushehr, Iran.
2 -
3 -
Keywords: Brand Communications, Brand Loyalty, Brand Trust, Brand Satisfaction, Brand Commitment,
Abstract :
Success of marketers relies on being loyal toward the brand marketers try different actions to achieve this purpose one of the most important actions that they do about the brand is to use the brand communications. The aim of this research is the effect of brand communications on brand loyalty with considering three variables: trust mediators, brand commitment and brand satisfaction. This research in terms of purpose is an applied research and in terms of data collection is descriptive survey research and correlation type.The statistical universe of this research, includes all of the mobile phone users in Bushehr city. The number of statistical sample is 384 people and the sampling method of this research, is nonrandom convenient method. And data collection tools of research is questionnaire.We use face validity content method for surveying questionnaire validity and Cronbach's alpha for questionnaire reliability.The data analysis method is also structural equation modeling (partial least squares method). Obtained results indicate that from the research findings brand communications has Positive and significant impact on brand trust, satisfaction and commitment and brand trust, satisfaction and commitment has Positive and significant impact on brand loyalty and also brand communications through brand trust, satisfaction and commitment has impact on brand loyalty. The Conclusion of this research includes the effect of brand communications and its aspects, on brand loyalty by mediation of three variables brand trust, brand satisfaction and brand commitment. So today marketers should try to create brand communications more and more with the consumer in order to create opportunities for increasing brand loyalty in consumers.
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