THE EFFECT OF MULTIPLE BRAND ATTACHMENT STUDIES ON BRAND LOYALTY

Abstract

Regarding to the importance of loyalty approach in new organizations, the purpose of this research is the effect investigation of brand attachment on brand loyalty. In this research, the relationship between the commitment to communications, partnership, trust, brand attachment and brand loyalty has been investigated. In order to test these hypotheses, the costumers of chain store in Qazvin have been chosen as a statistical society and the simple random sampling has been used in this study. Faintly, 384 questionnaires were confirmed for data analyzing through structural equation method. The results show that brand attachment effects on partnership creation. Brand attachment effects on commitment to communications. Brand attachment effects on brand trust. Also, the commitment to communications effects on brand loyalty. The commitment to communications effects on partnership creation. Consumer’s partnership effects on brand loyalty and brand attachment effects on brand loyalty with the mediate role of partnership creation.