STUDY OF BRAND EFFECT ON LOYALTY OF THE IMPORTED AUTOMOBILES’ CUSTOMERS IN IRAN (CASE STUDY: IRTOYA COMPANY)

Abstract

Today, customers are everything and so they have to become committed anyway in order to survive the business. So, it is seen that making customers committed to the brand is one of the most important goals of business marketing. The research variables include brand equity, continuous commitment, loyalty, satisfaction, verbal suggestions and tendency to change the brand. The
present research follows a practical methodology in terms of objective and it is a correlational descriptive study considering data collection. Population of the present study includes 950 people and the sample is 274 customers who referred to the AIRTOYA Company for receiving services. Considering the information bank of the informatics unit of the company, books and professional
magazines and also interviews and questionnaire of customer loyalty are used to collect the data. Lizrel software and constructional equations were used to analyze the data and it was determined that all the hypotheses are meaningful except the first hypothesis (reverse effect of loyalty on brand change).