Background: One of the most important needs of a brand or business that causes its growth and continuity in a competitive market is brand loyalty, which leads to customer retention and increased profits, especially in service companies. Due to the growing importance of this issue, companies use different elements such as brand communication, brand image and service quality to attract customers and gain their trust to maintain a long-term relationship.
Aim: The purpose of this study is to investigate the effect of brand communication, brand image and service quality on brand loyalty through mediation of brand trust.
Methodology: The present research is applied research in terms of purpose and descriptive-survey in terms of data collection method and is of correlational type. The statistical population of this study is formed by the users of Iranian insurance services in Shiraz. The data collection tool of this study is a questionnaire whose validity was confirmed by face content validity as well as confirmatory factor analysis and its reliability was confirmed by Cronbach's alpha method. The sample size in this study is 312 people and the available non-random sampling method was used. In order to analyze the data and test the conceptual model of the research and hypotheses, structural equation modeling with the help of SPSS and PLS software has been used.
Findings: The findings of this study show that brand communication, brand image and brand trust have a positive and significant effect on brand loyalty. Also, brand communication, brand image and service quality have a positive and significant effect on brand credibility. Finally, brand communication, brand image and service quality have a positive and significant effect on brand loyalty through mediation of brand trust
Conclusions: The results of this study show that marketing managers and industry owners and companies can create, maintain and increase loyalty among customers by creating the right connections, a pr