keyword brand trus / (1 Article)
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Corresponding Author : مطهری نژاد، فاطمه ؛ Writer : صمدی، سعید ؛ طولابی، زینب ؛ پوراشرف، یاسان الله ؛
Journal:مدیریت بازاریابی»تابستان 1393، سال نهم - شماره 23 (21 page(s) - From 127 to 147 )
Keywords:Brand experience; Brand satisfaction; Brand trust; Brand love; Brand commitment; Brand loyaltyPresent paper aims at studying the relationship between brand and consumers. In terms of purposethis is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) selected by simple random sampling method. Proportionate to sample size420 questionnaires were distributed in electrical home appliance in Mashhad and finally 375 usable questionnaires were analyzed. Collected data was analyzed by SPSS and LISREL software packages. LISREL was used to analyze confirmatory factor analysis and research model test. LikewiseLISREL software package was used to study reliability and exploratory factor analysis. The findings indicate that brand experience impacts on brand satisfactionbrand trus