نوع مقاله : مقاله پژوهشی
1 کارشناسی ارشد مدیریت بازرگانی بازاریابی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران، ایران
2 دانشیار، رشته مدیریت بازرگانی- بازاریابی، دانشکده مدیریت،دانشگاه آزاد اسلامی واحد علوم تحقیقات، تهران، ایران
عنوان مقاله [English]
Successful brand are the market today that managers can create customer loyalty. This study examines impact of the influence of customer brand identification on brand Evaluation and loyalty development (Adidas Sport Clothing). This study is a descriptive survey. The sample collection agencies adidas customer in the city of Tehran. For this purpose, a sample of 384 people (according to the population unlimited) brand dealers in Tehran were selected. The information required by the questionnaire were collected. Its validity was confirmed by Confirmatory factor analysis and its reliability was verified by Cranach’s alpha. So in order to analyze data and test hypothesis, used structural equation modeling with the help of two statistical software SPSS Version 22 and LISREL Version 8/72. This finding suggests that the brand identification has a direct and significant influence on product quality, perceived value and brand trust. Product quality, perceived value and brand trust has a direct and significant influence on brand loyalty, also the brand identification has indirect and significant influence on brand loyalty. When a customer identifies with a particular brand, it has a positive effect on their judgment of the brand and ultimately leads to loyalty. Finally, it can be said that brand identity through product quality, perceived value and brand trust can create customer loyalty.