An Investigation of the Brand person and Perceived value, on Costumer loyalty In Islamic Azad University, Meshginshahr Branch
Message:
Article Type:
Case Study (بدون رتبه معتبر)
Abstract:

Nowadays, maintaining and strengthening customer loyalty in line with a company's products or services has generally become the main point of marketing activities, while if the characteristics of the brand are properly identified and defined, they can lead to customer loyalty ;Therefore, the present study examines the effect of brand personality and perceived value on customer loyalty ;The statistical population includes all users of Samsung mobile phones and the statistical sample was the students of the Islamic Azad University of Meshginshahr. The sample size was obtained using Cochran's formula equal to 384 people who were selected based on available non-random sampling method .A standard questionnaire was used to measure the variables .The validity of the questionnaire was assessed as face validity and the reliability of the questionnaire was assessed with Cronbach's alpha coefficient .The research model was tested based on regression method with SPSS20 software .The results showed that brand personality has a positive and significant effect on customer loyalty and also perceived value has a positive and significant effect on customer loyalty. Finally, suggestions were made to improve the current situation.

Language:
Persian
Published:
Journal of New research approaches in management and accounting, Volume:4 Issue: 40, 2020
Pages:
22 to 33
magiran.com/p2179641  
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یک‌ساله به مبلغ 990,000ريال می‌توانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
  • حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران می‌شود.
  • پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانه‌های چاپی و دیجیتال را به کاربر نمی‌دهد.
دسترسی سراسری کاربران دانشگاه پیام نور!
اعضای هیئت علمی و دانشجویان دانشگاه پیام نور در سراسر کشور، در صورت ثبت نام با ایمیل دانشگاهی، تا پایان فروردین ماه 1403 به مقالات سایت دسترسی خواهند داشت!
In order to view content subscription is required

Personal subscription
Subscribe magiran.com for 50 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!