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.
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
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