The impact of customer’s mental factors on brand to create brand loyalty (Case study: mobile phone customers in the city of Anzali)

Brand is one of the most important elements of marketing and success of an organization. And it is the image of the organization or company to introduce all its aspects, and it creates a picture of what that is or will be in the minds of viewers, customers, consumers. In fact, brand is ab evidence that distinguishes the company or organization from competitors, and also introduce the goods and services produced by the company. The strength of a brand is at that time when it will be able to influence on the behavior of consumers which are looking at the brand, and normally makes people preferences, attitudes and purchasing behavior to be repeated for the brand and daily. The intended purpose of the research is an applied research, and in terms of methodology is Field. The sampling method in this study is cluster sampling. The studied population in this research are cell phone stores in city of Bandar Anzali. The sample consisted of 267 customers of cell phone shops. It is essential to mention that cell phone brands of HTC, Nokia, Sony and Huawei were studied in this research. Cronbach's alpha was used for reliability coefficient of variables in the questionnaire used. And the value of this coefficient was equal to 899/0 indicating the reliability of the research instrument. To examine the hypotheses in this study, confirmatory factor analysis was used. All research hypotheses and conclusions are confirmed by a positive and significant relationship between the variables.

Keywords:

Customer’s mental factors , brand experience , brand loyalty , mobile , Anzali city