Investigating the Relationship between Brand and Customer Loyalty in Store Product Marketing ETKA Chain in Tehran

Document Type: Original Article

Abstract

Brand equity is one of the assets that preserve both the value of the company and the loyalty of customers. The brand is the promise that the manufacturer gives to the consumer and obliges the company to be honest about the products and services it offers. The main purpose of this article is to investigate the relationship between brand and organizational loyalty in the marketing of ETKA Chain Store Products in Tehran.
The purpose of this research is applied and developmental in terms of purpose and in terms of data type is descriptive or non-experimental and correlation in terms of how it is implemented.
The research tool was a researcher-made questionnaire, which was asked in 306 people (sample size) selected from the statistical population (1500) (by Cochran formula).
Based on testing the main and sub-hypotheses of research, analysis of variance and fitting the research regression model, the main research hypothesis is confirmed. This means that there is a significant relationship between corporate culture and marketing.

Keywords