چکیده:
This study aims to investigate the relationship between selected entrepreneurial marketing’s dimensions and brand loyalty in dairy industry. In this study، the dimensions and measurement instruments of entrepreneurial marketing، have been explored from customer’s perspective for the first time in the literature، based on previous studies and examination of expert’s opinions، and consequently their effect on customer loyalty to Kaleh has been evaluated. This research is applied in terms of purpose and the methodology used is descriptive-correlation. The statistical population of this research includes all citizens of Tehran who use Kaleh products. This research was completed in 1396 and In order to collect information، 380 structured questionnaires were distributed by simple random sampling among sample members، and information were analyzed by structural equation model analysis using the LISREL software version 8.8 The results show that perceived innovativeness and perceived value creation have a positive effect on brand loyalty and perceived proactiveness have a negative effect on brand loyalty.
خلاصه ماشینی:
Assistant Professor, Faculty of Entrepreneurship, University of Tehran Date Received: 2017/09/03 Date Accepted: 2018/04/23 Abstract This research aims to investigate the relationship between selected dimensions of entrepreneurial marketing and brand loyalty in the dairy food industry.
The innovation of this research is that, for the first time, the metrics and dimensions of the entrepreneurial marketing construct, from the perspective of customers, have been extracted using previous studies, and the relationship of these dimensions with customer loyalty towards the Kaleh brand has been evaluated.
The purpose of this research is to investigate the relationship between the dimensions of entrepreneurial marketing from the perspective of customers and brand loyalty in the dairy products industry and to identify the most effective dimensions, in order to attract more loyal customers.
The purpose of this research is to investigate the relationship between the dimensions of entrepreneurial marketing from the perspective of customers and brand loyalty in the dairy products industry and to identify the most effective dimensions, in order to attract more loyal customers.
Hamidizadeh and colleagues (1394) conducted a study aimed at investigating a quantitative pattern of the effect of entrepreneurial marketing dimensions on organizational agility with 1 Aaker 2 Pappu & Quester 3 Hacioglu 4 Becherer et al They conducted a study on private educational centers.
Figure No. 1 shows the conceptual model of the research, the purpose of which is to investigate the impact of selected dimensions of entrepreneurial marketing on brand loyalty in the dairy food industry.
(
, 
, 
)
