عوامل تأثيرگذار بر ارزش ويژه برند و وفاداري به برند

Factors Affecting Brand Equity and Brand Loyalty

The present research goal was to review the factors affecting brand equity and brand loyalty of customers of Novin Leather brand. This research was a descriptive study and its statistical population consisted of the customers of Novin Leather. This study owes its innovativeness to the identification of various dimensions of brand equity and examination of the effect of advertising expenses, the attitudes of people, monetary and non-monetary sales promotions, and customer satisfaction, as an intervention variable, on loyalty to a brand. The cluster sampling method was used in this study and the size of the primary sample, which included 400 buyers of four Novin Leather stores. Of this number, 385 completed questionnaires were received; hence our analysis was fulfilled based on 385 samples which demonstrated a response rate of 96%. Smart PLS was used to analyze the research data. The findings of this study suggested that the advertising expenses perceived by the customers only affects the customers’ brand awareness and it has no influence on the perceived quality and brand associations. Therefore, it only positively affects brand awareness. Moreover, customers’ perception of non-monetary sales promotions has a positive relationship with brand associations, while it has no effect on perceived quality. Finally, the positive effect of satisfaction on brand loyalty was approved.