The effect of brand identity and brand reward on brand loyalty due to the mediating role of brand interaction with the customer (Case study: Bank Saderat customers)

The purpose of this study is to investigate the effect of brand identity and brand reward on brand loyalty with respect to the mediating role of brand interaction with the customer (Case study: Bank Saderat customers). The approach of the present study is quantitative. This research is based on the purpose of the applied type and in terms of the nature of the descriptive-survey type. The statistical population of the present study is all customers of Bank Saderat in Rasht, the number of which is 9000 people and the sample size was estimated to be 311 people using Cochran's formula, using the available random sampling method. Research data were collected using standard questionnaires and analyzed using SPSS22 and Smart PLS3 software. The results show that all hypotheses are confirmed and also brand identity and brand reward have a significant effect on brand loyalty due to the mediating role of brand interaction with the customer.