Brand Equity Relationship with Brand Loyalty and Image on Customers

The purpose of this research is to investigate the relationship between brand equity and brand loyalty andbrand image on customers in Kourosh chain stores, which is descriptive-survey and applied researchmethod. Data collection is done field by questionnaire. Be the statistical population of this researchconsists of all buyers of goods in Neai and Majid sports stores, which is about ۴۵۰۰ people. According toMorgan's table, the number of samples is ۳۵۰, which was selected by random sampling. Pearsoncorrelation coefficient was used to explain the research hypotheses and multivariate regression analysiswas used to predict the simultaneous effect of the independent variable on the dependent variable.According to the research findings, there is a significant relationship between brand image and brandequity (r = ۰.۸۱). Also, there is a significant relationship between customer loyalty and brand equity (r =۰.۸۷). The results of the research showed that in terms of the size of the total impact, brand image andcustomer loyalty are a key factor in creating brand equity. Therefore, customers must understand thecompany's willingness to conquer their feelings and the company's regularity in all matters so that thebrand image and customer loyalty are accepted to them, ultimately, the company's special brand value,which is an intangible asset and determines the Value Company is increasing.

Keywords:

brand image , brand equity , customer loyalty