Factors Affecting Brand Equity and Brand Loyalty

The present research goal was to review the factors affecting brand equity and brand loyalty of customers of NovinLeather brand. This research was a descriptive study and its statistical population consisted of the customers of NovinLeather. This study owes its innovativeness to the identification of various dimensions of brand equity and examinationof the effect of advertising expenses, the attitudes of people, monetary and non-monetary sales promotions, andcustomer satisfaction, as an intervention variable, on loyalty to a brand. The cluster sampling method was used in thisstudy and the size of the primary sample, which included 400 buyers of four Novin Leather stores. Of this number, 385completed questionnaires were received; hence our analysis was fulfilled based on 385 samples which demonstrated aresponse rate of 96%. Smart PLS was used to analyze the research data. The findings of this study suggested that theadvertising expenses perceived by the customers only affects the customers’ brand awareness and it has no influence onthe perceived quality and brand associations. Therefore, it only positively affects brand awareness. Moreover,customers’ perception of non-monetary sales promotions has a positive relationship with brand associations, while ithas no effect on perceived quality. Finally, the positive effect of satisfaction on brand loyalty was approved.

کلیدواژه ها:

Brand Equity ، Customer Satisfaction ، Brand Loyalty ، Sales Promotions