INVESTIGATING BRAND SOCIAL IDENTITY PERSPECTIVE AND ITS INFLUENCE ON BRAND LOYALTY DEVELOPMENT THE CASE OF KALEH DAIRY COMPANY

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DEHDASHTI ZOHRE; JAFARZADEH KENARI MEHDI; BAKHSHIZADEH ALIREZA

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Journal: New Marketing Research Journal Year:2012 | Volume:2 | Issue:2 (5) Page(s): 87-105

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Title

INVESTIGATING BRAND SOCIAL IDENTITY PERSPECTIVE AND ITS INFLUENCE ON BRAND LOYALTY DEVELOPMENT THE CASE OF KALEH DAIRY COMPANY

Author(s)

DEHDASHTI ZOHRE | JAFARZADEH KENARI MEHDI | BAKHSHIZADEH ALIREZA | Issue Writer Certificate

Keywords

BRAND IDENTITYQ1

BRAND LOYALTYQ2

BRAND TRUSTQ2

SATISFACTIONQ2

DAIRY INDUSTRYQ3

Abstract

In recent years, discussion and investigation on the subject of brand has found especial place in science and trade. Many of researchers and managers have conclude that certainly, brand and branding science are the worthiest asset of a company necessary for improvement of marketing process. Yet, BRAND IDENTITY which is an intra-organizational factor and one of the most important discussing subjects of marketing and brand has been considered in a few studies. Therefore, this study with the purpose of studying the impact of BRAND IDENTITY on BRAND LOYALTY development has been conducted in the food industry and as a sample in a dairy company. For this purpose, Kaleh brand as a representative of the Kaleh Dairy Company as a well known brand in Iran is selected for study. Statistical population includes all customers of the company in Tehran metropolitan and 475 customers have been chosen as the sample of research. This study is typically survey based in which, a questionnaire is developed for data collection. In order to examine the proposed model, Structural Equations Modeling (SEM) and Confirmatory Factor Analysis (CFA) techniques have been utilized. According to the findings, the impact of BRAND IDENTITY on BRAND LOYALTY in the selected company of the food industry is confirmed. In addition, findings indicate that the brand with strong identity is the origin of forming long term relationships between customer and company, which in turn leads to customer loyalty.

Cites

مطالعه عوامل موثر بر وفاداری به ارزش ویژه برند مبتنی بر هوادار (FBBE) در باشگاه های لیگ برتر فوتبال ایران

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APA: Copy

DEHDASHTI, ZOHRE, JAFARZADEH KENARI, MEHDI, & BAKHSHIZADEH, ALIREZA. (2012). INVESTIGATING BRAND SOCIAL IDENTITY PERSPECTIVE AND ITS INFLUENCE ON BRAND LOYALTY DEVELOPMENT THE CASE OF KALEH DAIRY COMPANY. NEW MARKETING RESEARCH JOURNAL, 2(2 (5)), 87-105. SID. https://sid.ir/paper/194658/en

Vancouver: Copy

DEHDASHTI ZOHRE, JAFARZADEH KENARI MEHDI, BAKHSHIZADEH ALIREZA. INVESTIGATING BRAND SOCIAL IDENTITY PERSPECTIVE AND ITS INFLUENCE ON BRAND LOYALTY DEVELOPMENT THE CASE OF KALEH DAIRY COMPANY. NEW MARKETING RESEARCH JOURNAL[Internet]. 2012;2(2 (5)):87-105. Available from: https://sid.ir/paper/194658/en

IEEE: Copy

ZOHRE DEHDASHTI, MEHDI JAFARZADEH KENARI, and ALIREZA BAKHSHIZADEH, “INVESTIGATING BRAND SOCIAL IDENTITY PERSPECTIVE AND ITS INFLUENCE ON BRAND LOYALTY DEVELOPMENT THE CASE OF KALEH DAIRY COMPANY,” NEW MARKETING RESEARCH JOURNAL, vol. 2, no. 2 (5), pp. 87–105, 2012, [Online]. Available: https://sid.ir/paper/194658/en

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