An Investigation to the Effect of Brand Equity on Brand Loyalty Considering Customer Satisfaction (Case Study: Rasht, Zanjan and Mashhad’s Restaurant Customers)

Today’s, main purposes of organizations are not only sale, but also are creating relationship between products and target customers that is kind of customer commitment and loyalty throughout the organizations. The aim of this project is an investigation to the effect of brand equity on brand loyalty: case study Rasht, Zanjan and Mashhad’s restaurant customers. Brand equity is divided on physical quality, staff behavior, ideal self-congruence, brand identification, and lifestyle congruence. Customer satisfaction is also mediator criteria. Questioners were distributed on 3 cities that are Zanjan, Rasht and Mashhad. Data analysis indicated that all dimension of brand equity except ideal self-congruence, and brand identification had significant relationship to customer satisfaction. Brand equity had significant relationship to brand loyalty by mediating customer satisfaction.