DETERMINING THE ROLE OF BRAND ATTACHMENT TO MAKE CUSTOMER COMMITMENT AND LOYALITY: CASE STUDY OF ART- CARPET IRAN INDUSTRY

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SHIRKHODAIE MAISAM; FAGHIH NASSIRI BOSHRA

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Journal: GOLJAAM Year:2017 | Volume:- | Issue:31 Page(s): 37-58

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Title

DETERMINING THE ROLE OF BRAND ATTACHMENT TO MAKE CUSTOMER COMMITMENT AND LOYALITY: CASE STUDY OF ART- CARPET IRAN INDUSTRY

Author(s)

SHIRKHODAIE MAISAM | FAGHIH NASSIRI BOSHRA | Issue Writer Certificate

Keywords

BRAND ATTACHMENTQ1

BRAND LOYALTYQ1

BRAND COMMITMENTQ1

BRAND AWARENESSQ1

EMOTIONAL EXPERIENCESQ1

USER-DERIVED BENEFITSQ1

Abstract

In marketing literature, a new marketing concept called "BRAND ATTACHMENT" that attachment strongly impacts on consumer behaviors. Emotional attachment binds the employee to the Brand when the affective bond is especially strong, ensuring repurchase. The aim of this study was examining the effect of BRAND AWARENESS, EMOTIONAL EXPERIENCES and USER-DERIVED BENEFITS on bran loyality and BRAND COMMITMENT whit considering mediator variable of BRAND ATTACHMENT. Statistical community of this research was customers of Carpet, in the Mazandaran of Iran, that a sample of 520 people who had been chosen by cluster sampling, were examined.This study is applicational, and in case of collecting required information, it uses library and survey methods, utilizing questionnaire. The method of sampling is simple random method. To analyze data, SPSS and AMOS software were applied.Research findings show direct effect of BRAND AWARENESS, USER-DERIVED BENEFITS and EMOTIONAL EXPERIENCES on the BRAND ATTACHMENT; also positive direct effect of BRAND ATTACHMENT on BRAND COMMITMENT is confirmed. Although the direct effect of BRAND ATTACHMENT on BRAND LOYALTY is not confirmed; but BRAND ATTACHMENT have a positive effect on BRAND LOYALTY by the Mediator variable of BRAND COMMITMENT.

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APA: Copy

SHIRKHODAIE, MAISAM, & FAGHIH NASSIRI, BOSHRA. (2017). DETERMINING THE ROLE OF BRAND ATTACHMENT TO MAKE CUSTOMER COMMITMENT AND LOYALITY: CASE STUDY OF ART- CARPET IRAN INDUSTRY. GOLJAAM, -(31 ), 37-58. SID. https://sid.ir/paper/109102/en

Vancouver: Copy

SHIRKHODAIE MAISAM, FAGHIH NASSIRI BOSHRA. DETERMINING THE ROLE OF BRAND ATTACHMENT TO MAKE CUSTOMER COMMITMENT AND LOYALITY: CASE STUDY OF ART- CARPET IRAN INDUSTRY. GOLJAAM[Internet]. 2017;-(31 ):37-58. Available from: https://sid.ir/paper/109102/en

IEEE: Copy

MAISAM SHIRKHODAIE, and BOSHRA FAGHIH NASSIRI, “DETERMINING THE ROLE OF BRAND ATTACHMENT TO MAKE CUSTOMER COMMITMENT AND LOYALITY: CASE STUDY OF ART- CARPET IRAN INDUSTRY,” GOLJAAM, vol. -, no. 31 , pp. 37–58, 2017, [Online]. Available: https://sid.ir/paper/109102/en

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