Business Intelligence Management Studies

The effect of customer interaction with the brand as an antecedent of customer loyalty: analysis of three cognitive, emotional and behavioral approaches

Document Type : Research Paper

Authors

vahideh alipoor 1
Mohammadreza Saadi 2
atefeh mehri bazghaleh 3

1 Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran

2 Economic Sciences Institute / Allameh Tabatabaei University / Tehran / Iran

3 PhD student, Business Administration, University Of Mohaghegh Ardabili, Ardabil, Iran

https://doi.org/10.22054/ims.2024.76742.2407
Abstract
This study aimed to investigate the effect of brand interaction through social media on brand loyalty through brand equity. The research is a descriptive research of the correlational type in terms of practical purpose and based on the method. The statistical population of this research includes the customers of three Iranian brands, My, Cinere and Callista. The size of the population is considered unlimited and the G-POWER tool was used to determine the sample size and the statistical sample size was calculated to be 199 people. A simple random sampling method was chosen for data collection and the data collection required in this research was done using a localized standard questionnaire. In order to confirm content validity, CVI and CVR and expert panel were used. In order to determine the reliability of the questionnaire, Cronbach's alpha coefficient, combined reliability and homogeneous reliability were used. Because the data do not follow normal modeling; Therefore, structural equation model and partial least squares method and PLS software were used for hypothesis testing and path analysis. The results of this study showed that customer interaction with the brand through social media can have a positive effect on brand loyalty. Also, brand equity was a positive mediating factor in the relationship between brand interaction and brand loyalty. Among the three cognitive, emotional and behavioral paths, the behavioral path with a path coefficient of 0.630 is the best path in influencing customer interaction with the brand on brand loyalty.

Keywords

Customer engagement
customer loyalty
brand equity
social media
cosmetics brands
Subjects
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Business Intelligence Management Studies
Volume 13, Issue 48
Autumn 2024
Pages 83-117

  • Receive Date 28 November 2023
  • Revise Date 11 March 2024
  • Accept Date 01 February 2024

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