جست و جوی بیشترین متغیرهای تاثیر گذار در سنجش وفاداری نسبت به برند Searching most influential variables to brand loyalty measurements: An exploratory study

Introduction Brand loyalty has become amajortopic inmarketing and consumerresearch, and itsimportance as a consumer–behavioral phenomena is that it is a business performance measurement that can have an effect on business financial performance (Khan, 2014; Khan, 2013; Kuo & Chang, 2011; Storbacka, Strandvik, & Grönroos, 1994; Hallowell, 1996). A review of the literature reveals that research efforts have basically been along two lines, one offering explanations of what it is and which dimensions conform it as a construct (Oliver, 1999; Rundle-Thiele & Mackay, 2001; Salegna & Goodwin, 2005), and the othersearching forfactorsthat can predict it and strategiesthat can effectively encourage it. In this second line, many antecedents of loyalty have been proposed as single constructs that result in many partial explanations (Bloemer, De Ruyter, & Wetzels, 1999; Spreng & Mackoy, 1996; Yu & Dean, 2001). In a more recent trend there are proposes more holistic multi-construct explanations as antecedents to brand loyalty (Aurier & Gilles Séré, 2012; Bei & Chiao, 2001; Curran & Healy, 2014; Lam, Shankar, Erramilli, & Murthy, 2004; Mattila, 2004; Qayyum, Khang, & Krairit, 2013; Suh & Yi, 2006). Thisstudy considers measurements of three constructs established in literature as brand loyalty antecedents and efforts to determine which single variables have the greatest statistical effect on loyalty measurements. In this manner, these variables are grouped in: (1) consumer involvement with the product; (2) perceived brand value; and (3) customer satisfaction. The theory is that consumers tend to show loyalty toward a brand as long as they perceive a high brand value (equity), a significant involvement with the product, and a high brand satisfaction. Many studies have shown that satisfaction measurements (Baumann, Elliott, & Burton, 2012; Espejel, Fandos, & Flavián, 2008; Froehling, 2008; Qayyum et al., 2013; Toelle, 2006) and consumer involvement with the product (Hu, 2011; Ismail, Talukder, & Panni, 2006) lead to loyalty, but there have been no studies that offer a more well-rounded assessment by relating the diversity of variables that could explain loyalty measurements to diverse product categories, as this study is intended to do.