Investigating the relationship between brand value and customer loyalty with the focus on customer value (Case study: iPhone customers in Sanandaj city)

Document Type : Original Article


M.A. in Business Administration (Marketing), Sanandaj Islamic Azad University, Sanandaj, Iran


The purpose of this study is to investigate the relationship between brand value and customer loyalty with the focus on customer value among iPhone customers in Sanandaj city in 2017. The present research is from the category of applied research and is a descriptive survey research which uses correlational research method. For this purpose, according to the test power of 0.80, effect size 0.3 and error 0.01, 120 samples were randomly chosen. The sampling tool is a standard questionnaire that after performing validity with the help of professors in this field, its confirmatory factor analysis was also confirmed using Smart PLS software. The reliability of the questionnaire was calculated using Cronbach's alpha coefficient and confirmed. Structural equation model was used to test the main and secondary hypotheses. The results show that there is a significant relationship between brand value and customer value among iPhone customers in Sanandaj. There is also a significant relationship between customer value and customer loyalty. On the other hand, there is a significant relationship between the dimensions of brand value and customer value among iPhone customers in Sanandaj, there is also a significant relationship between the dimensions of customer value in addition to emotional value and customer loyalty.


Main Subjects

Aaker, David (1991). Consumer evaluation of brand extension. Journal of Marketing, 54(1), 27-40.
Bamert, T. & Wehrli, H.P. (2005). Service quality as an important dimension of brand equity in Swiss services industries. Managing Service Quality, 15(2), 132- 142.
Berry, L L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128–137.
Bill Xu, J. & Chan, A. (2010). A conceptual framework of hotel experience and customer-based brand equity Some research questions and implications. International Journal of Contemporary Hospitality Management, 22(2), 174-193.
Boo, S., Busser, J. & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Journal of Tourism Management, 30(2), 219-231.
Chen, C.F. & Chen, F.S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage ourists. Tourism Management, 31(5), 29–35.
Guest, L. (1995). Brand loyalty: twelve years later. Journal of applied psychology, 39(3), 405-408.
Kamakura, W.A. & Russell, G.J. (1993). Measuring brand value with scanner data.  International Journal of Research in Marketing, 10(1), 9-22.
Keller, K.L. (2012). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson; 4th edition.
Miller, J. & Muir, D. (2004). The Business of Brands (1st ed). Wiley.
Oliver, R.L.(1999). Whence customer loyalty. Journal of Marketing, 63(Special issue), 33-44.
Papou, R., Quester, P.G. & Cooksey, R.W. (2005). Consumer-based brand equity: improving the measurment – Emprical evidence. Journal of Product and Brand Management, 14(3), 143-154.
Petrick, J.F. (2004). First timers’ and repeaters’ perceived value. Journal of Travel Research, 43, 29–38.
Pool, (2013). The Effect of Customer Value and Satisfaction on Customer Loyalty: The Moderating Role of Ethical Reputation. International Journal of Basic Sciences & Applied Research, 2(5), 453–458.
Sweeney, J.C. & Soutar, G.N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.
Tasci, A.D.A. (2016). A critical review of consumer value and its complex relationships in the consumer-based brand equity network. Journal of Destination Marketing & Management, 5(3), 171–191.
Winters, L.C. (1991). Brand equity measures: some recent advances. Marketing Research, 3(4), 3-70.
Volume 1, Issue 4
December 2018
Pages 104-118
  • Receive Date: 09 October 2018
  • Revise Date: 29 October 2018
  • Accept Date: 11 November 2018