The Impact of Brand Community on Brand Loyalty with Mediation role of Brand Customer Identification and Customer Brand Engagement

The purpose of this study is to investigate the impact of brand community on brand loyalty through the mediation of Customer Identification and Customer Brand Engagement. The present research is a descriptive-correlational and applied study. The statistical population is the customers of Hyperstar store and the sample size was calculated as 374 customers according to Cocaran's formula. Questionnaire was used to evaluate the research hypotheses and the relationships between variables. To evaluate the validity of the questionnaire, content validity method was used and to determine the reliability, Cronbach's alpha was used. In this research, to investigate the relationships and hypotheses, structural equation modeling and partial least squares methods were calculated using smartPLS software. The findings confirm all the hypotheses, in other words, the brand community has a positive and significant effect on brand loyalty through the mediation of Customer Identification and Customer Brand Engagement.