Abstract
Brand cognitive motivations are a function of tendencies and behaviors that are inherently brand-driven of trust that consumers have compared to other brands than a brand that this considered to be customer loyalty. Accordingly, the main purpose of this study is to investigate the effects of cognitive motivators on brand loyalty, taking into account communication commitment, brand satisfaction, and effective motivators. The research type is applied and the survey is collected through a correlation method. The statistical population of the research is Nivea customers of Isfahan Brand Company at City Center Mall. The research tool of the questionnaire and the size of the society is 384 people. Therefore, 384 questionnaires were distributed and 286 questionnaires were returned without loss. The data were analyzed through SPSS and Amos software. The results show that cognitive motivators in the dimensions of awareness, perceived quality, image and perceived value of brand influence on brand satisfaction and cause customer loyalty to the brand, it is suggested that companies increase attention to customer satisfaction as one of the company's missions is important and in promoting the company highlighting points directly targeting the customer satisfaction issue that will lead to customer loyalty to the brand. Keywords : Cognitive motivators, Brand loyalty, Community commitment, Brand satisfaction, Nivea customers of Isfahan Brand Company at City Center Mall. DOI : 10.7176/RHSS/9-10-08 Publication date :May 31 st 2019
Highlights
Due to the challenges in business environment, organizations are seeking new customers, but they have taken the strategy of maintaining current customers and promoting their loyalty to the organization
Given the fact that this coefficient is positive, it can be concluded that the two variables have a direct relationship with each other that their relationship is significant
The branding approach outside the organization is a topic that has hitherto been the focal point of countless researchers and, targeting customers, choosing ways to directly relate to the customer; on the other hand, employees are the most influential factors in the formation of the organization brand is in the minds of consumers and consumers of goods and services; in this case, the domestic brand is said to promote the brand within the organization, that is, the same employees, and on the other hand, the undeniable role of the employees has led to the human resources to build the brand in recent years, The focus of many scientific research
Summary
Due to the challenges in business environment, organizations are seeking new customers, but they have taken the strategy of maintaining current customers and promoting their loyalty to the organization. Customers' satisfaction is not enough and marketers should provide the ground for improving customer loyalty In such a paradigm, the goal is to establish long-term relationships with interested groups and, most importantly, with the customer, in such a way that they retain more customers. Companies with high performance in various industries are moving towards customer retention and loyalty, as most markets are in their maturity, competition is increasing, and the cost of attracting new customers has increased sharply. To this end, in order to create effective motivations in the customer, identifying the factors and drivers of brand loyalty, brand commitment, and customer loyalty to the brand is a fundamental concept that affects a variety of factors and conditions. Organizational resources are limited, and if management is to design plans to protect its customers, these resources should be allocated to these limited resources, according to the factors affecting the loyalty and importance of each of these factors (Cutler, 2016; p. 81)
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