May 31, 2024
Majid Esmaeilpour

Majid Esmaeilpour

Academic Rank: Associate professor
Address: Department of Business Management, Faculty of Business and Economics, Persian Gulf University, Shahid Mahini Street, Bushehr, Iran Zip code: 7516913798,
Degree: Ph.D in Marketing Management
Phone: 07731222136
Faculty: School of Business and Economics

Research

Title
The effect of brand communication on brand loyalty by mediation of brand trust, satisfaction and commitment
Type Thesis
Keywords
ارتباطات برند، وفاداري به برند، اعتماد به برند، رضايت از برند، تعهد به برند
Researchers Seyedeh Hadis Moosavi (Student) , Majid Esmaeilpour (Primary advisor) , Manijeh Bahrainizad (Advisor)

Abstract

Background: Success of marketers relies on being loyal toward the brand marketers try different actions to achieve this purpose one of the most important actions that they do about the brand is to use the brand communication. Aim: The aim of this research, is the effect of brand communication on brand loyalty with considering three variables: trust mediators, brand commitment and brand satisfaction. Methodology: This research in terms of purpose is an applied research and in terms the of data collection is descriptive survey research and correlation type. The statistical universe of this research, includes all of the mobile phone users in Bushehr city. according to Cochran statistical infinite population formula, the number of statistical sample is 384 people that we use 450 people for more precision. The sampling method of this research, is nonrandom convenient method. And data collection tools of research is questionnaire. We distributed 450 online questionnaires and finally 390 of this questionnaires have been analyzed. We use face validity content method for surveying questionnaire validity and Cronbach's alpha for questionnaire reliability. also use SPSS25 and SMART PLS3 Software's for analysis of questionnaire. Findings: according to purpose of this research, a main and general purpose was codified. After collecting information through questionnaire, we tried to test of hypothesis. conceptual model test execution expressed that the collected information, confirmed research model and the research model has suitable fit obtained results indicate that, brand communication has direct and significant impact on brand trust, satisfaction and commitment and brand trust, satisfaction and commitment has significant impact on brand loyalty and also brand communication through band trust, satisfaction and commitment has impact on brand loyalty. Conclusions: The Conclusion of this research includes the effect of brand communication and its aspects, on brand loyalty by medi