Document Type : Original Article
Authors
1 Assistant Professor, Department of Industrial Management, Bu-Ali Sina University, Hamedan, Iran; m.ajalli@basu.ac.ir
2 Associated Professor of Management, Faculty of social science, Imam Khomeini International University, Qazvin, Iran; mozaffari@soc.ikiu.ac.ir
3 Master of Business Management, Institute of Allameh Majlesi, Qazvin, Iran; s.sahar.johari@gmail.com
Abstract
In recent decades, research on the customer brand has taken a special place in various fields, including academic and business markets. Many researchers and executives of the company have concluded that one of the reasons for the brand's importance and value is its brand name for the customer, which creates value for customers and for the company, and as a result, marketers can use a special value a higher brand name has a competitive advantage. The purpose of this study was to investigate the relationship between brand experience, brand reputation and brand loyalty in empirical marketing in Maral Leather Company. The method of this research was applied in terms of purpose and descriptive-survey nature. The statistical population of the study consisted of all customers of Maral leather shop With regard to the uncertainty of the population, 384 were selected as the statistical sample based on the Cochran formula. The data gathering tool in this study was a questionnaire with 7 components and 24 items. Data analysis was performed using structural equation test and Amos software. The results of the research showed that sensory experiences of events from the viewpoint of Maral leather shop customers have a positive role in creating brand experience. The Emotional Experience of Events Maral Leather Shop Customers Have a Positive Affect to Create Brand Experience. Creative Experiences of Events From the perspective of Maral leather shoppers, they have a positive role in creating brand experience. Physical experiences of events from the perspective of customers, Maral leather shop has a positive effect on brand experience. The social identity experiences of the event from the perspective of Maral leather shoppers have a positive role in creating brand experience. Brand experience from Maral's leather store customers' point of view has a positive and significant effect on brand refinement. Reading the brand from Maral's leather store customers' point of view has a positive and significant effect on brand loyalty.
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