بررسی تأثیر ارتباطات برند و کیفیت خدمات بر وفاداری به برند با تأکید بر نقش اعتماد به برند به عنوان متغیر میانجی

Brands are so important for consumers since they act like median between company and customers. The past researches show that loyalty to brands is important for success of companies. So creation and maintenance of brand loyalty is one of top priorities of marketers. Since brand performance and brand-customers communications such as confidence and loyalty to brand can origins from brand communications and service quality, so this paper aims to survey influence of brand communication and service quality on brand loyalty with median role of confidence to brand. This is functional descriptive survey. The statistical population is car owners in Sanandaj. The sampling method is available non-random approach and 160 persons are selected while questionnaire is used for data gathering. The results show that brand communications and service quality is effective on confidence to brand but influence of confidence to brand was not approved to brand loyalty.