The influence of Brand on the Customer Loyalty an Application on Iranian Electronic Products

Abstract

he use of the brand name by potential and actual customers is often a criterion for quality and excellence of their product or service. The aim of this study is to evaluate the effect of brand on customer satisfaction in electronic products. The sample consisted of 437 people selected using stratified sampling. Using the confirmatory factor analysis, dimensions and indices of each factor were confirmed. A questionnaire was used to collect information whose validity was confirmed by the experts and whose reliability was tested by using Cronbach's alpha, and to analyze the findings of the study, Structural Equation Model is used. Results indicate that satisfactory, values, emotions, resistance to change, trust and brand equity is positively related to customer loyalty. it was found that, the brand in the services area has a positive effect on customer loyalty.