SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES VOL. 18 NO. 1 PAPER 5
10.5958/2321-2012.2022.00005.7
EMPLOYING STRATEGIC MANAGEMENT TO STUDY THE EFFECT OF BRAND AWARENESS ON CUSTOMERíS LOYALTY: EXPLORING THE MEDIATION EFFECT OF PERCEIVED BRAND QUALITY AND BRAND COMMUNICATION: A STUDY OF SAMSUNG ELECTRONICS COMPANY IN TEHRAN BRANCH
 
Arvin Roozitalab *
*    Islamic Azad University Science and Research Branch, Tehran, Iran
 
Customersí perception about a brandís trademark illustrates their loyalty towards the brand. Previous research of brand loyalty was mainly focused on products and these studies were performed in developed countries. Extending past research to the least developed country (Iran) and in a service sector, the current paper argues that brand awareness, perception about the quality of service, and brand communication, can positively increase brand loyalty. Further, it shows that brand communication and perceived quality can mediate the relationship between brand awareness and brand loyalty.
 
KEYWORDS: Brand loyalty, Brand Awareness, Perceived Brand Quality and Brand Communication JEL CLASSIFICATIONS: G32, D22, M37 and O53 FULL TEXT