Investigating the Effect of Organizational Brand, Perceived reputation and Perceived image on consumers loyalty and commitment(Case study of Iran insurance company of Mashhad city)

Nowadays, Brand is one of the most important issues in front of corporates including commercial corporates. It is crucial to makes the brand management an in depended major whole of the world. Without exaggerating Organizational brand is a part of every corporate valuable property which can be considered as the most valuable possession. During recent years, the researchers have found the fact that the real value of products and services is something more than goods rather this value is available in consumers’ minds that is creating the real value of products and services. It means value is not just tangible but the fact is that it is intangible. This article aims, to investigate and analyze the relationship between Organizational Brand, Perceived reputation and Perceived image on consumer’s loyalty and commitment by distributing questionnaire among the insurant company’s customers and agents and using the SPSS software including T and Ranking test. The results of this article can be effective for activist in insurant industry to set the efficient brand strategy for absorbing customers.

کلیدواژه ها:

Organizational Brand ، Perceived reputation ، Perceived image ، consumer’s loyalty and commitment