Identify and examine the factors affecting brand loyalty: brand mobile phones Study



In today’s world with intensive competitive environment and high market-entrance rate, customers loyalty is a major factor in gaining competitive advantage for organizations. Brands are the main points of differentiation between the competitive presentations, thus, they are crucial for the success of the companies. The purpose of this study is to identify and examine the factors affecting brand loyalty. In order to gain the main factors creating brand loyalty, a comprehensive study of the factors affecting brand loyalty was conducted and common important items were extracted and tested. The present study is applicable in terms of goal as well as descriptive in terms of data acquisition. A survey research was conducted among 384 mobile phone users in Boushehr. For data analysis structural equation modeling approach (SEM) and confirmatory factor analysis (CFA) were used. Based on the results of the path analysis the relationship between the variables in the model is investigated. Results suggest that indicators of satisfaction, trust and promotional activities have positive effects on brand loyalty in the mobile industry.