Investigating the Effects of Brand Identity on Customer Loyalty from Social Identity Perspective

  title={Investigating the Effects of Brand Identity on Customer Loyalty from Social Identity Perspective},
  author={A. Shirazi and Hanzaleh Zeynvand Lorestani and A. Mazidi},
  journal={Iranian Journal of Management Studies},
A key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. Researchers have recognized that brand identity plays a key role in brand management. The purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust. To test the study hypotheses, a questionnaire was distributed among cellular-phone customers in Iran… Expand

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