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Investigation of the Effective Factors on Brand Loyalty and Repurchase Intention (Case study: Iranian Consumers)

Author Affiliations

  • 1Department of Business Management, Firouzkouh Branch, Islamic Azad University, Firouzkouh, IRAN
  • 2 Department of Business Management, Theran Markaz Branch, Islamic Azad University, Tehran, IRAN
  • 3 Department of Business Management, Shahid Beheshti University, Tehran, IRAN

Res. J. Recent Sci., Volume 2, Issue (2), Pages 10-17, February,2 (2013)


This research aimed at designing and explaining a model of brand loyalty and repurchase intention and recognizing the effective factors on brand loyalty and repurchase intention among Iranian consumers. To conduct the research, a questionnaire was designed and then distributed among a sample composed of 400 shoppers of audio-visual appliances in three main markets of home appliances in Iran. Finally, having used structural equations modeling, the comprehensive model of brand loyalty and repurchase intention demonstrated that perceived quality, perceived value, and brand equity, as independent variables, and brand satisfaction, affective brand commitment, and continuance brand commitment, as mediator variables, had an effect on brand loyalty and repurchase intention.


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