نوع مقاله : مقاله پژوهشی
دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه آزاد واحد همدان. ایران
عنوان مقاله [English]
The aim of this study was to investigate the effect of perceived quality, perceived value, perceived satisfaction and perceived differentiation on brand loyalty with the mediating role of brand trust (Case study: Chain store 7 in Tehran. In the present study, in order to analyze the data obtained from the questionnaire, SPSS statistical software and structural equation software pls in the form of two parts of descriptive and inferential statistics as linear and multiple regression have been used in accordance with the statistical needs. The study population includes all customers of 7 chain stores who live in Tehran. Assuming that the study population is unlimited, 384 people will be selected as the sample. The sampling method is random. In this method, the chance of selecting each component is the same. The results showed that brand trust mediates the relationship between customer perceptions and brand loyalty. Therefore, the positive relationships between brand trust and brand loyalty and customer perceptions and brand loyalty are confirmed. More specifically, trust directly affects loyalty. The direct and indirect effects of perceptions on loyalty show the strongest model relationships. Therefore, we conclude that customer perceptions of the brand can be considered as a basic basis for establishing a brand relationship in chain stores. Our study findings show that both behavioral criteria include brand trust and brand loyalty, strongly perceived quality, perceived value, perceived satisfaction, and perceived distinction in marketing communications. In addition, brand trust has established a significant relationship between perceived quality, perceived value, perceived satisfaction, and brand loyalty.