The Impact of Brand Community on Brand Loyalty with Mediation role of Brand Customer Identification and Customer Brand Engagement

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FATHI M.R.; TORABI M.; Shayeghi azarzad Sh.

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Journal Paper

Paper Information

Journal: صنعت لاستیک ایران Year:2021 | Volume:26 | Issue:103 Page(s): 89-101

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Information Journal Paper

Title

The Impact of Brand Community on Brand Loyalty with Mediation role of Brand Customer Identification and Customer Brand Engagement

Author(s)

FATHI M.R. | TORABI M. | Shayeghi azarzad Sh. | Issue Writer Certificate

Keywords

Brand Community identification

Customer Brand identification

Customer Brand Engagement

Brand Loyalty

Abstract

The purpose of this study is to investigate the impact of brand community on Brand Loyalty through the mediation of Customer Identification and Customer Brand Engagement. The present research is a descriptive-correlational and applied study. The statistical population is the customers of Hyperstar store and the sample size was calculated as 374 customers according to Cocaran's formula. Questionnaire was used to evaluate the research hypotheses and the relationships between variables. To evaluate the validity of the questionnaire, content validity method was used and to determine the reliability, Cronbach's alpha was used. In this research, to investigate the relationships and hypotheses, structural equation modeling and partial least squares methods were calculated using smartPLS software. The findings confirm all the hypotheses, in other words, the brand community has a positive and significant effect on Brand Loyalty through the mediation of Customer Identification and Customer Brand Engagement.

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APA: Copy

FATHI, M.R., TORABI, M., & Shayeghi azarzad, Sh.. (2021). The Impact of Brand Community on Brand Loyalty with Mediation role of Brand Customer Identification and Customer Brand Engagement. IRANIAN RUBBER MAGAZINE, 26(103 ), 89-101. SID. https://sid.ir/paper/1044094/en

Vancouver: Copy

FATHI M.R., TORABI M., Shayeghi azarzad Sh.. The Impact of Brand Community on Brand Loyalty with Mediation role of Brand Customer Identification and Customer Brand Engagement. IRANIAN RUBBER MAGAZINE[Internet]. 2021;26(103 ):89-101. Available from: https://sid.ir/paper/1044094/en

IEEE: Copy

M.R. FATHI, M. TORABI, and Sh. Shayeghi azarzad, “The Impact of Brand Community on Brand Loyalty with Mediation role of Brand Customer Identification and Customer Brand Engagement,” IRANIAN RUBBER MAGAZINE, vol. 26, no. 103 , pp. 89–101, 2021, [Online]. Available: https://sid.ir/paper/1044094/en

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