A Survey on the Extent of Brand and Trademark Effect on Customer Loyalty (Case Study: Consumers of Chi Toz Chips in Esfahan Province)

Customer loyalty is one of the elements on which the relation-oriented market has a significant emphasis especially in foodstuffs market. Trademark of a company is one of the factors contributing in the formation of this loyalty. Therefore, the present research surveys the extent of brand and trademark effect on customer loyalty. To fulfill this goal, the relation between satisfaction, resistance to change, emotion, trust and brand equity on customer loyalty was hypothesized based on the conceptual model of research. Necessary data was then collected by using a questionnaire in the statistical society of consumers of Chi Toz chips in Esfahan Province with a sample volume of 150 people on a random basis and was then studied by regression test. The results indicate that from the five studied variables, two of them, namely resistance to change and emotion affect customer loyalty. The effect of three other variables, namely trust in brand, satisfaction and brand equity on customer loyalty was not approved.