The effects of sustainable marketing activities on brand loyalty in dairy products with the intermediary effect of brand image, trust and customer satisfaction

Today, businesses use a variety of activities for sustainability, to meet the social and moral needs of customers, society and the environment and to differentiate. In fact, companies consider sustainability to maintain continuous growth in their business. Sustainability includes the economic, social and environmental responsibility of companies, and the question arises as to how they are effectively implemented.Bjective: The present study also focuses on sustainable marketing activities and its performance in brand image, trust, satisfaction and customer loyalty in dairy products. Components of sustainable marketing activities include; Economic, social, environmental and cultural factors; The mediating variables of brand image, customer trust and satisfaction and finally the brand loyalty variable are considered based on the research of Jang et al. (2020)

The collected data were analyzed using structural equation modeling and SmartPLS software and the final model was presented. The reliability of this questionnaire was obtained using Cronbach's alpha method. Structural validity was used to calculate the validity.

The research findings, while fitting the conceptual model, confirmed the effect of sustainable activities on the brand image and also the effect of brand image on trust, customer satisfaction and brand loyalty in a positive and significant way. In addition, customer trust and satisfaction have a positive effect on brand loyalty; And provides brand value to businesses.

The results provide significant implications for corporate executives and marketers in order to develop more effective sustainable management strategies and create brand value for businesses.