Asian Journal of Research in Business Economics and Management
Year : 2015, Volume : 5, Issue : 3
First page : ( 223) Last page : ( 234)
Online ISSN : 2249-7307.
Article DOI : 10.5958/2249-7307.2015.00072.9

The Impact of Service Brand Dimensions on Brand Loyalty: Empirical Evidence from Iran

Bayat Rohullah, Rasouli Seyed Yaqoub, Fayyazi Gholam Mostafa

1: Assistant Professor, Economics, Imam Khomeini International University (IKiu)

2: M.S. Imam Khomeini International University, Qazvin, Iran

Online published on 10 March, 2015.

Abstract

The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers’ evaluation of various service brand dimensions and communication. The conceptual model showing the relations among the variables, which the hypothesis are developed based on that and reviewed literature. 110 questionnaires with multiple choice questions were distributed among sample individuals in Iranian companies of Qazvin, That 102 of them were Usable. We applied Smart-PLS method to analysis the data. The findings indicated that brand attitude positively impact brand loyalty and brand satisfaction influence brand attitude. It means that satisfaction indirectly impact customers to be loyal. But brand hearsay does not effect on brand satisfaction, evidence and satisfaction.

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Keywords

Service Brand, Brand Loyalty, Customer Satisfaction.

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