عنوان مقاله [English]
The purpose of this study is to investigate the impact of innovative marketing on brand loyalty with the mediating role of customer satisfaction (Case study: Apple brand) using the model of Gupta et al. (2016) and Vera and Torrigio (2017). To investigate the study, a sample of 385 people was made available through the Telegram channel and Instagram pages. Data collection tool was a standard questionnaire with 29 questions whose validity and reliability were confirmed and distributed among the statistical population. Data analysis was performed using descriptive statistics and inferential statistics. At the level of statistics, descriptive indicators such as frequency and frequency percentage; At the level of inferential statistics from correlation methods, structural equation modeling, path analysis has been performed; For this purpose, SPSS and LISREL software were used. The results of the analysis indicate the positive and significant impact of innovative marketing on brand loyalty both directly and indirectly through customer satisfaction among Apple brand customers.