文章基本信息

标题：Investigation of the Effective Factors on Brand Loyalty and Repurchase Intention (Case study: Iranian Consumers)
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作者：Mehdi JalaliSeyyed ; Mojgan Khadem ; Masoud Javidani 等
期刊名称：Research Journal of Recent Sciences
电子版ISSN：2277-2502
出版年度：2013
卷号：2
期号：2
页码：10-17
语种：English
出版社：International Science Community Association
摘要：This research aimed at designing and explaining a model of brand loyalty and repurchase intention and recognizing the effective factors on brand loyalty and repurchase intention among Iranian consumers. To conduct the research, a questionnaire was designed and then distributed among a sample composed of 400 shoppers of audio-visual appliances in three main markets of home appliances in Iran. Finally, having used structural equations modeling, the comprehensive model of brand loyalty and repurchase intention demonstrated that perceived quality, perceived value, and brand equity, as independent variables, and brand satisfaction, affective brand commitment, and continuance brand commitment, as mediator variables, had an effect on brand loyalty and repurchase intention.
关键词：Brand loyalty;brand equity;brand satisfaction;continuance brand commitment;affective brand commitment