Presenting a Causal Model of Factors Affecting University Brand loyalty among Postgraduate Students of Shiraz University

The purpose of this study was to investigate the factors affecting university brand loyalty among graduate students in Shiraz. This research was applied in terms of purpose and in terms of nature and method of correlation. The statistical population of the study consisted of 9300 graduated students from Shiraz University who were randomly selected using random cluster sampling method, 191 people were selected. The sample was surveyed through brand image questionnaire, fascination with the brand, commitment to brand, brand loyalty, trust the brand, brand satisfaction and brand performance. . The validity of these questionnaires was confirmed by experts and the reliability was calculated through Cronbachchr('39')s alpha coefficient, respectively (0.92), (0.80), (0.80), (0.93), (0.81), (0.85) and (0.93). The collected data were analyzed by path analysis method using LISREL 8.8 and SPSS 16 software. At the level of descriptive statistics, mean and standard deviation, and inferential statistics, correlation coefficient and path analysis were used. The results indicate that the brand image of brand loyalty through indirect brand enthusiasm and commitment to the brand have indirect effect. Brand trust has an indirect effect on brand loyalty through the mediation of brand enthusiasm and brand commitment. Brand satisfaction has a direct impact on brand loyalty through the intermediation of brand enthusiasm and commitment to the brand. The brandchr('39')s fascination for brand loyalty through indirect commitment to the brand has an indirect effect.