The Relationship between Risk Aversion and Brand Loyalty with Regard to the Role of Brand Trust and Brand Affect in This Relationship

Problem description: The main problem of this research is to examine the relationship between risk aversion and brand loyalty (purchase and attitudinal) and the mediating role of brand trust and brand affect Using proportional stratified sampling aproach، a community of 379 students from Science and Research branch of Azad University has been used to gather a data set of various laptop brands. Looking goal-oriented this research can be categorized as applied and from a method-oriented view it can be categorized as descriptive and survey research. Since the subject is to study the relationship between variables this reasearch can be categorized as correlational. Data Gathering Tools and Techniques: Tools used for data gathering are note taking for library studies and questionary for hypothesis testing which is done with field research method. Structural equation modeling and Lisrel software are used to analyse research and hypothesis testing data. The result of data analysis indicates the effect of risk aversion on brand loyalty through brand trust and brand affect. Risk aversion is positively and directly related to brand trust and brand affect، Furthermore، brand trust and brand affect have positive and direct effects on brand loyalty (purchase and attitudinal).