Abstract:
By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand loyalty and attachment, also another aim of this study is investigating the impact of brand experience on brand loyalty with regards to the moderator factors such as brand awareness and brand association, perceived quality and hedonic emotions. The current research is an applied, non-experimental and correlation study. Data was gathered through questionnaire and data analysis was performed using SPSS and LISREL software and structural equation modeling. In this research, a sample has been selected from 384 customers of Iran Melli Bank in Yazd city. Based on the finding of this research, brand experience, brand attachment and product irreplaceability are the most effective factors on brand loyalty. The results of this research recommend marketing managers to focus on the consumer needs, emotions, and competitive environments and attempt towards strengthening branding strategy.
Machine summary:
The main purpose of the current study is to investigate brand and product congruity and its effect on brand loyalty and attachment, also another aim of this study is investigating the impact of brand experience on brand loyalty with regards to the moderator factors such as brand awareness and brand association, perceived quality and hedonic emotions.
The question that arises here is that how the congruity and reliability of product and brand and attachment to brand and product will affect customer loyalty?Theoretical Framework In recent era, the intelligence of the competitors and customers has led the attention of marketing managers to consumer-brand relationship to maintain and increase market share and seek to create an emotional relationship with customers.
Research Hypotheses and conceptual model In previous studies, affecting mediators on the relationship between brand experience and customer loyalty, such as awareness, perceived quality, and hedonic emotions have been investigated.
Table 1: Research variables Variable Variable's roles Items References Brand experience Independent 15 Ding and Tseng,2015 Hedonic emotions Mediator 4 Brand loyalty Dependent 4 Brand awareness/associations Mediator 4 Perceived quality Mediator 3 Brand attachment Mediator 4 Pedeliento et al.
According to estimated variables, it can be concluded that the mean of variables such as brand experience, hedonic emotions, brand loyalty, brand awareness and association, perceived quality, brand attachment, product attachment, brand-self congruity, brand reliability, product-self congruity, and product reliability is greater than 3; so, it is significantly higher than the average value and product irreplaceability is almost average.