Document Type : Original Article
M.A. in Business Administration (Marketing), 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.