A Study of the Influence of Interrelationships of Trade Name and Trademark on Consumer Attitudinal and Behavioral Loyalty, Considering the Mediating Role of Trade Name and Trademark (Case Study: The Customer Community of Apple Products in Iran)

Abstract

As companies spend a lot on customer absorption, they find it important that their customers buy their goods again or introduce their goods to others. For this purpose, companies can retain customer loyalty via financial, structural and social relations. The present research aims at investigating the influence of interrelationships of trade name and trademark on customer attitudinal and behavioral loyalty, considering a mediating role for brand relationship quality. This research is a descriptive survey in terms of method. The statistical population of the research includes the customers of Apple products in Tehran city. In order to select the sample group, we used convenience sampling. The tool used for measuring the research variables was a questionnaire with confirmed reliability and validity. We used confirmatory factor analysis for the inferential analysis of the date and used structural equation model to test the hypotheses. In order to investigate the influence of interrelationships of trade name and trademark on customer attitudinal and behavioral loyalty, considering a mediating role for brand relationship quality, we made ten hypotheses. Results reveal that the components of financial and structural relations influence attitudinal dependency. Financial and structural relations also influence the sense of belonging to a community. Attitudinal dependency and sense of belonging to a community influence behavioral loyalty and attitudinal loyalty. However, the influence of social relations on attitudinal dependency and sense of belonging to a community was not confirmed.