Scrutiny of brand social identity perspective and its effect in brand loyalty development (case of study: Kaleh Dairy Products Company)

Abstract

In recent years, discussion and scrutiny about brand has found especial place in science and university assembly and place in a realm of trade too. Many of searchers and companies managers has conclude that certainly, brand and branding science is worthest asset for a company for improvement of marketing process. Yet, brand identity which is an intra-organizational factor and one of the most important discussions on marketing and brand is considered in a few studies. On this basis, present study with the purpose of studying the impact of brand identity impact on brand loyalty development is conducted in food industry (dairy products). In present study, Kaleh brand (Kaleh Dairy Products Company) as a well – recognized brand in Iran is selected for studying. All customers of the company in Tehran Metropolitan are selected as research statistical population and a sample of 475 customers was chosen. This is a survey – type research in which questionnaire is used to collect data. To analyze and confirm model, Structural Equations Modeling (SEM) and Confirmatory Factor Analysis (CFA) techniques are utilized. According to research findings, the impact of brand identity on brand loyalty in food industry was confirmed. Brand with strong identity is the origin of forming long term relationships between customer and company, and it is result will be loyalty.

Keywords

• brand identity
• brand loyalty
• brand trust
• satisfaction
• Dairy industry