Journal of Accounting and Management Vision

Journal of Accounting and Management Vision

Investigating the effect of brand experience dimensions on brand satisfaction and brand loyalty with the mediating role of brand attitude and brand attachment (case study: Pasargad insurance customers)

Document Type : Original Article

Authors
maedeh majidi jamnani 1
asieh mozafari asremi 1
reza kazemi 2
1 Ph.D. student of business management-marketing, Sari Branch, Islamic Azad University, Iran.
2 Assistant Professor, Department of Business Administration, Sari Branch, Islamic Azad University, Sari, Iran.
Abstract
The purpose of this research is to investigate the effect of brand experience dimensions on brand satisfaction and brand loyalty with the mediating role of brand attitude and brand attachment. In terms of practical purpose and in terms of method, this research is classified as descriptive-survey research. The statistical population of this research is Pasargad insurance customers in Sari city. Cochran's formula was used to calculate the number of samples in the indefinite population, and the sample size was 384 based on Cochran's formula. The sampling method in this research is non-probability. The collection tool in this research is a standard questionnaire and the questionnaires have been provided to the customers in person and the reliability of the questionnaire was confirmed using Cronbach's alpha coefficient above 0.7. Descriptive and inferential statistics were used for the statistical analysis of the findings. In the first part, the descriptive analysis of the findings is presented in the form of tables and graphs. In the second part, SPSS version 24 statistical software and Smart Pls structural equation modeling were used for statistical inference and hypothesis testing. The research results have shown that all hypotheses have been confirmed and the results have also shown that brand attitude and brand attachment play a mediating role on the relationship between brand satisfaction and brand loyalty.
Keywords
Brand experience
brand satisfaction
brand loyalty
brand attachment
brand attitude

Subjects