Investigating the impact of brand distinctiveness and prestige on customer brand loyalty through customer-brand identification (Case of: Customers of Toyota dealers)

Intensive competitive environment and high market-entrance rate force managers to seek for new and more efficient ways to accomplish customer loyalty. Brands convey lots of symbolic meanings and can help customers to achieve their basic identity aims، so that customer-brand identification (CBI) is one of the new ways to obtain loyalty. The impact of CBI، brand distinctiveness and brand prestige on brand loyalty and also the mediating roll of CBI were tested in present study. A survey research was conducted among Toyota customers in Mashhad with 384 sample size. Data were analyzed using Amos software by Structural Equation Modeling and Baron and Kenny mediation analyze. The result confirmed the influence of، namely، brand distinctiveness، CBI and brand prestige on customer brand loyalty. The mediating roll of CBI between brand distinctiveness، brand prestige and brand loyalty was also confirmed.