نوع مقاله : مقاله پژوهشی
دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه پیام نور واحد الشتر. الشتر،
عنوان مقاله [English]
Brand loyalty is one of the main concepts and structure of marketing and has a significant semantic difference with the customer's buying habit. The main point is to focus on the concept of brand loyalty and its relationship with customer satisfaction, his trust in the brand and finally the attitude and behavior of the customer on the brand. The stages of building loyalty begin with initial cognition and lead to close emotional comprehension and feeling, and then to meaningful communication. Brands can communicate with their customers. When a consumer pursues a particular brand in his daily life to satisfy his desires, he is looking for a name that satisfies him. This is the relationship between the brand and customers, which is expressed in terms of brand loyalty, which is one of the important research topics in brand management.