The Impact of Young Brand Identity on Brand Loyalty by Mediating Customer Satisfaction in the Mobile Industry

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Ghamripor Maryam; AMIR HOSSEINI ZAHRA

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2018 | Volume:13 | Issue:38 Page(s): 115-132

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Information Journal Paper

Title

The Impact of Young Brand Identity on Brand Loyalty by Mediating Customer Satisfaction in the Mobile Industry

Author(s)

Ghamripor Maryam | AMIR HOSSEINI ZAHRA | Issue Writer Certificate

Keywords

Brand IdentityQ1

Brand LoyaltyQ1

Customer SatisfactionQ1

Brand (AppleQ1

Samsung and Huawei)Q1

Khorramabad YouthQ1

Abstract

Purpose: The purpose of this study was to determine the effect of consumer Brand Identity on Brand Loyalty through Customer Satisfaction mediation. Method: The research method is descriptive-survey with the approach of structural equations. The statistical society of the 15 to 35 year olds is Khorramabad, who used the brands of Apple, Samsung and Huawei. Since the exact volume of the statistical community is not available, based on the Cochran formula for the unrestricted community, a sample of 384 people was selected by cluster sampling. Data collecting tools were Cooper's Brand Identity Questionnaire (2004), Braggart Brand Loyalty Questionnaire (2010) and Algashir et al., Customer Satisfaction Questionnaire (2005). Their validity was based on structural validity and its reliability it was confirmed by Cronbach's alpha and combined reliability. Data were analyzed using SPSS23 and SMART PLS2 software. Results: The results of structural equations showed that the effect of consumer Brand Identity on Customer Satisfaction is positive and the effect of Customer Satisfaction on Brand Loyalty of young people is positive. On the other hand, analysis of the role of mediator of Customer Satisfaction showed that consumer Brand Identity, in addition to its direct impact on Brand Loyalty, has indirect bearing on Brand Loyalty through Customer Satisfaction. The quality of the final model of research according to the GOF index, which was 0/363, showed that the model has a strong fit. The R2 determination coefficient was 0. 28 for Customer Satisfaction, which was close to strong, and was 0. 80 for loyalty to the brand, which is very strong. The value of Sobel test was 7. 55, which indicates that the effect of the mediator variable on Customer Satisfaction in the research model is significant. The results of the research showed that Brand Identity of consumers and Customer Satisfaction could affect Customer Satisfaction.

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APA: Copy

Ghamripor, Maryam, & AMIR HOSSEINI, ZAHRA. (2018). The Impact of Young Brand Identity on Brand Loyalty by Mediating Customer Satisfaction in the Mobile Industry. JOURNAL OF MARKETING MANAGEMENT, 13(38 ), 115-132. SID. https://sid.ir/paper/218933/en

Vancouver: Copy

Ghamripor Maryam, AMIR HOSSEINI ZAHRA. The Impact of Young Brand Identity on Brand Loyalty by Mediating Customer Satisfaction in the Mobile Industry. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2018;13(38 ):115-132. Available from: https://sid.ir/paper/218933/en

IEEE: Copy

Maryam Ghamripor, and ZAHRA AMIR HOSSEINI, “The Impact of Young Brand Identity on Brand Loyalty by Mediating Customer Satisfaction in the Mobile Industry,” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 38 , pp. 115–132, 2018, [Online]. Available: https://sid.ir/paper/218933/en

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