Devising a model brand loyalty in tires industry: the adjustment role of customer perceived value

Today، brand discussion is highly considered by companies and market agents. Different factors such as customers’ loyalty to brand impact on brand and the increase in sale and profit. Present paper aims at studying the impact of brand experience، trust and satisfaction on brand loyalty to Barez Tire Company in the city of Kerman as well as providing a model for this case. Research population consists of all Barez Tire consumers in Kerman. The volume of the sample was 171 for which simple random sampling was used. Data collection tool was a standard questionnaire and for measuring its reliability، Chronbach’s alpha was used. Present research is an applied one in terms of purpose and it is a descriptive and correlative one in terms of acquiring needed data. To analyze data، confirmatory factor analysis (CFA) and structural equation model (SEM) in SPSS and LISREL software were used. The findings indicate that brand experience، brand trust، and brand satisfaction impact on brand loyalty to Barez Tire Brand in the city of Kerman significantly. Noteworthy، the impact of these factors is higher when considering the role of the perceived value moderator.