Document Type : Original Article
Authors
Department of Business Management, Khoramshahr International Branch, Islamic Azad University, Khoramshahr, Iran
10.22034/bs.2023.2008245.2826
Abstract
Brand, like capital, creates value for the organization and its products, therefore, brand promotion is in many cases the basis of determining strategy. The current research was carried out with the aim of explaining the pattern of brand influence on consumer loyalty in food stores of Khuzestan province. The approach of this mixed research is exploratory. In the qualitative part, hermeneutic phenomenology was used to discover the lived experience of the participants. , the data includes 20 interviews of 20 experts who were selected in a purposeful way, with open, central and selective coding methods and analyzed using the grounded theory approach, then with the help of TOPSIS technique to rank the influencing factors of the brand on consumer loyalty We have paid In total, 12 main categories were obtained in the order of trust, brand image, brand credibility, brand knowledge, brand value, brand responsibility, brand awareness, brand reward, innovation, marketing, customer loyalty and customer satisfaction, and 27 subcategories and 71 common codes were obtained. . According to the results of the model indicators of brand influence on consumer loyalty in selected food stores in Khuzestan province, it can be said that there are 12 indicators of trust, brand image, brand credibility, brand knowledge, brand value, brand responsibility, and brand awareness. , brand reward, innovation, marketing, customer loyalty and customer satisfaction are the main indicators of brand effect on consumer loyalty.
Keywords
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