Proceedings of the 4th World Conference on Management and Economics
Investigating the Relationship Between Consumer Brand Recognition and Brand Loyalty in The Brand Community (Case Study: Samsung Brand)
Soma Gholamveisy, Taherah Mohammadi, Sayed Amir Jalili
This research was conducted with the aim of investigating the relationship between consumer brand recognition and brand loyalty in the brand community. The current research is applied in terms of purpose, and in terms of data collection and analysis, this research was descriptive and correlational. The statistical population of the current research includes the entire statistical population of this research, all the customers and buyers of Samsung brand products who purchased from the brand in the last six months, in this research, the available random sampling method was used and the sample size was based on Cochran’s formula was 483 people. To collect data, a standard questionnaire was used by Coleho, Rita and Santos (1992). At the level of descriptive statistics, tables and graphs are used, and finally, to examine the hypotheses, Pearson’s correlation test and simple regression using SPSS22 software and to fit the measurement models obtained from structural equations and confirmatory factor analysis with Lyrzel software was used. The results show that according to the obtained critical value (t) (7.313) and the obtained probability level (0.100), the hypothesis is confirmed. That is, there is a relationship between consumer brand recognition and brand loyalty in the brand community. The results show that according to (2R = 0.283) and (β = 0.532) and according to the obtained significance level (P < 0.001), it can be said that the mechanism of information exchange and consumer experience is meaningful. Positive attitude towards the brand has an effect (t = 11.73). According to (R = 0.213) and (β = 0.097) and according to the obtained significance level (P < 0.01) it is significant on the positive attitude towards the brand to the extent of (t = 6.36) It has an effect. According to (2R = 0.151) and (β = 0.389) and according to the obtained significance level (P < 0.01), it is significant on the positive attitude towards the brand to the extent of (t = 7.25) has an effect and finally the results of the research indicate that according to (2R = 0.135) and (β = 0.368) and according to the level of significance obtained (P < 0.01) it has a significant effect on attitude It has a positive effect on the brand (t = 8.26).
keywords: Consumer brand, brand loyalty, brand community