بررسی تأثیر تطابق شخصیتی برند، کیفیت ادراک شده و وجهه برند بر وفاداری به برند

Brand loyalty is one of the most important issues in marketing studies as one of the main marketing techniques for better response to competitive threats and more income. This study aims to survey effect of brand characteristics conformity, perceived quality, and brand view on brand loyalty. This study was conducted on a random sample composed of 260 laptop owners with four brands of Sony, Asus, Acer, and Dell in Kerman Province. After data collecting and analyzing with structural equation model, findings indicated that there is not significant relation between brand characteristics conformity and brand loyalty. But perceived quality of brand has significant direct positive effect on brand loyalty. In addition, significant positive effect of brand characteristics conformity, perceived quality, and brand view was indirectly approved through viewpoint mediator variable