INVESTIGATION OF THE EFFECTS OF BRAND IMAGE AND PERCEIVED PUBLIC RELATION ACTIVITIES ON CUSTOMERS LOYALTY

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HEIDARZADEH K.; TORABI F.

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2014 | Volume:8 | Issue:21 Page(s): 27-42

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Title

INVESTIGATION OF THE EFFECTS OF BRAND IMAGE AND PERCEIVED PUBLIC RELATION ACTIVITIES ON CUSTOMERS LOYALTY

Author(s)

HEIDARZADEH K. | TORABI F. | Issue Writer Certificate

Keywords

PERCEIVED PUBLIC RELATIONQ2

CUSTOMER LOYALTYQ2

BRAND IMAGEQ2

ALTRUISTIC MOTIVESQ2

Abstract

The ultimate goal of the marketing process is to intensify strong relationships with loyal customers and to transform indifferent customers into loyal ones. So BRAND IMAGE play an important role. Effective relationship and creating reputation among public are influencing positively among customers and through public relation activities, customers go toward companies that have favorable BRAND IMAGE. So the main question of this research is: What is the effect of BRAND IMAGE and PERCEIVED PUBLIC RELATION on CUSTOMER LOYALTY.The main variables are: PERCEIVED PUBLIC RELATION, CUSTOMER LOYALTY, BRAND IMAGE and ALTRUISTIC MOTIVES.This research is an applied and descriptive research that considers positive or negative effect of the variables. Data were collected via questionnaire from LG's Electronics consumers (Gold Iran) in Tehran. Hierarchical regression analysis of data from 385 respondents was used to test two hypotheses.The result shows, PERCEIVED PUBLIC RELATION has positive relationship with CUSTOMER LOYALTY and this relation is moderated by BRAND IMAGE. When BRAND IMAGE is favorable, the positive effect of PERCEIVED PUBLIC RELATION on CUSTOMER LOYALTY is significant and strong. Whereas, when BRAND IMAGE is unfavorable this relationship isn' t significant and CUSTOMER LOYALTY is decreased.For further research, role of public relation in relationship marketing is suggested.

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ارزیابی نقش گرایش کارآفرینانه، ساختار سازمانی و بازارگرایی بر عملکرد کسب و کار شرکت های تولیدی

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APA: Copy

HEIDARZADEH, K., & TORABI, F.. (2014). INVESTIGATION OF THE EFFECTS OF BRAND IMAGE AND PERCEIVED PUBLIC RELATION ACTIVITIES ON CUSTOMERS LOYALTY. JOURNAL OF MARKETING MANAGEMENT, 8(21), 27-42. SID. https://sid.ir/paper/218996/en

Vancouver: Copy

HEIDARZADEH K., TORABI F.. INVESTIGATION OF THE EFFECTS OF BRAND IMAGE AND PERCEIVED PUBLIC RELATION ACTIVITIES ON CUSTOMERS LOYALTY. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2014;8(21):27-42. Available from: https://sid.ir/paper/218996/en

IEEE: Copy

K. HEIDARZADEH, and F. TORABI, “INVESTIGATION OF THE EFFECTS OF BRAND IMAGE AND PERCEIVED PUBLIC RELATION ACTIVITIES ON CUSTOMERS LOYALTY,” JOURNAL OF MARKETING MANAGEMENT, vol. 8, no. 21, pp. 27–42, 2014, [Online]. Available: https://sid.ir/paper/218996/en

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