Investigating the Role of Self-Concept Fit on the Loyalty of Tejarat Bank Customers through Brand Image and Brand Emotional Attachment

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NOROUZI HOSSEIN; TAHMASEBI AGHBELAGHI DARIUSH

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2021 | Volume:16 | Issue:50 Page(s): 65-77

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Information Journal Paper

Title

Investigating the Role of Self-Concept Fit on the Loyalty of Tejarat Bank Customers through Brand Image and Brand Emotional Attachment

Author(s)

NOROUZI HOSSEIN | TAHMASEBI AGHBELAGHI DARIUSH | Issue Writer Certificate

Keywords

self-concept fitQ1

brand imageQ1

brand emotional attachmentQ1

loyaltyQ2

Abstract

The purpose of the present study is to investigate the role of self-concept fit on bank customer loyalty mediated by brand image and emotional attachment. This is a descriptive-correlational study and the Likert five-point spectrum questionnaire was used for data collection. The statistical population of this research is the customers of Tejarat Bank in Tehran with a sample size of 400 using available sampling method. Its content validity was confirmed by experts, academics, and expert experts, and the reliability of the tool was at a good level by Cronbach's alpha (0. 882). Structural equation modeling and in particular path analysis techniques have been used to test the research hypotheses and SPSS and PLS statistical software have been used for this purpose. The research findings showed that the significant role of self-concept proportionality on brand image (T: 23/271), brand emotional attachment (T: 14/506), and commercial bank customer loyalty (T: 2/338) confirmed, as well as the role of brand image on loyalty. Tejarat bank customers (T: 2/731) were significant, but the significant role of brand emotional attachment on Tejarat bank customers' loyalty (T: 1/387) was not confirmed.

Cites

Development of a responsibility model based on identity styles with the mediating role of self-concept for the students of Tehran Universities

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APA: Copy

NOROUZI, HOSSEIN, & TAHMASEBI AGHBELAGHI, DARIUSH. (2021). Investigating the Role of Self-Concept Fit on the Loyalty of Tejarat Bank Customers through Brand Image and Brand Emotional Attachment. JOURNAL OF MARKETING MANAGEMENT, 16(50 ), 65-77. SID. https://sid.ir/paper/410513/en

Vancouver: Copy

NOROUZI HOSSEIN, TAHMASEBI AGHBELAGHI DARIUSH. Investigating the Role of Self-Concept Fit on the Loyalty of Tejarat Bank Customers through Brand Image and Brand Emotional Attachment. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2021;16(50 ):65-77. Available from: https://sid.ir/paper/410513/en

IEEE: Copy

HOSSEIN NOROUZI, and DARIUSH TAHMASEBI AGHBELAGHI, “Investigating the Role of Self-Concept Fit on the Loyalty of Tejarat Bank Customers through Brand Image and Brand Emotional Attachment,” JOURNAL OF MARKETING MANAGEMENT, vol. 16, no. 50 , pp. 65–77, 2021, [Online]. Available: https://sid.ir/paper/410513/en

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