Studying the Impact of Brand Equity, Brand Experience, Brand Satisfaction and Brand Trust on Brand Loyalty (Case: ECCO Customers)

In today competitive world that there are few difference among goods, validate brands can be significant competitive advantages for firms and capture the heart and soul of its customers. Nowadays widely accepted that brand plays and important role in establishing, maintaining and developing business functions. According to competition level in market, a powerful brand helps companies to distinguish themselves. In addition it can be said that brand is the main capital of many businesses and in this today’s world if we can take of the credible brand, loyalty of customers whom are determinants of long term profitability will be guaranteed. It is clear that brand loyalty influence by different factors. In this research the impact of previous experiences, satisfaction, trust (Sahin & et.al, 2012) and brand equity (Louis and Lombart, 2011) on brand loyalty were examined. Conceptual model were analyzed using Structural Equation Modeling (SEM) technique. Sample size was set to 244 using Cocran’s formula with %95 confidence level and sampling process done in ECCO branches (5 branch in Tehran). Finding of research indicate that among effecting factors of brand loyalty, path coefficient of previous experiences were highest and all hypothesizes were supported.