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Investigating the Impact of Brand Names of Turkish Commodities on Customer Loyalty in Iran (Case Study of Paşabahçe Products)

Author

Listed:
  • Mohammad ali Rasoulzadeh

    (Department of Management, Ardabil Branch, Islamic Azad University, Ardabil, Iran)

Abstract

The more persistent the brand name, the more benefits a company can gain by consumers under the Brand name supervision. The super value of a brand name is one of the assets that maintain both the value of a company and customer loyalty. Customer loyalty is one of the components that is emphasized by relationship marketing, especially in industrial market, nowadays. One of the factors that contribute the formation of this loyalty, is the commercial trademarks of companies. The present study aimed to investigate the effect of brand value of Paşabahçe on customer loyalty. The participants of this study include all 159 customers referred to official and unofficial stores who were selected by simple random sampling formula. The data were collected by using a researcher-made questionnaire and fed in to SPSS software to analyze the data in the inferential statistics section using Pearson correlation coefficient and regression test. The results showed that there is a meaningful relationship between the research variables and loyalty to a brand value.

Suggested Citation

Handle: RePEc:bco:mbrqaa::v:6:y:2018:p:1-9
DOI: 10.32038/mbrq.2018.06.01
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