Considering the effect of advertising on brand loyalty with mediating role of customer satisfaction and perceived quality in dairy products Case study: Guilan Pegah Company
Publish Year: 1395
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
ICAMIB02_199
تاریخ نمایه سازی: 6 بهمن 1395
Abstract:
This research is performed by the purpose of considering the effect of advertising on brand loyalty with mediating role of customer satisfaction and perceived quality in dairy products. Present research from the view point of purpose is practical. Statistical population of research includes customers of Pegah dairy company in Guilan. Statistical sample are 170 individuals of customers whose volume is determined by Cochrane formula.Sampling method is cluster sampling. Research variables are evaluated by standard questionnaire. This questionnaire composed of 13 questions. Validity and reliability of research questionnaire are approved. Pearson correlation coefficient and regression are used in inferential level. Research finding showed that advertising has a significant effect on brand loyalty with mediating role of customer satisfaction and perceived quality in dairy products.
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Authors
Aidin Valafar
M.A student of business management, international business branch, Islamic Azad University of Rasht, Iran
Sirous Balaee Pakdehi
Trainer of industrial and administrative management group, Islamic Azad University of Rasht, Iran
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