The Effect of Customer Comprehension on Brand Attachment with Emphasis on Brand Preferences (Case Study: Mellet Insurance Company)

Saber Khosravi | Naser Yazdani

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URL :   http://research.shahed.ac.ir/WSR/WebPages/Report/PaperView.aspx?PaperID=137168
Date :  2019/10/22
Publish in :    Revista Inclusiones

Link :  http://www.archivosrevistainclusiones.com/AC3B1o-2019/
Keywords :Keywords: Brand Attachment, Customer Comprehension, Brand Preferences, Mellat Insurance Company

Abstract :

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Today, most product owners realize that if they want to remain competitive market, they most to gain a competitive advantage over other competitors, thus creating a brand to differentiate. On the other hand, recent research in marketing indicates the importance of bonding and attachment and loyalty in the relationship between the consumer and the brand. Marketing researches in the past decade has check and verify the concept of attachment. Therefore in this study was trying to properly Survey brand equity construct based on the customer and brand attachment and brand preferences of customers in the market And selected evaluation process by study on the effect of the and their relationship to each other, And so Evaluated and tested the effect of customer comprehension on brand attachment with emphasis on brand preferences (case study: Mellat Insurance Company). Based on the framework of research and theoretical foundations of the model and also were collected research data through questionnaires. The sample size included 384 people between Mellat insurance customers and was selected by cluster sampling method. The research for the goal is practical and the nature and mode of data collection is descriptive, and with regard to the Survey effect of between variables is correlation. And Conceptual model in this research is: “Lehman et al, 2008” model. and based on research assumption in the inferential statistics for assumptions testing, to determine correlations between variables, the method that used is: Structural Equation- path analysis coefficient and for required tests were used by helping of statistical soft wares SPSS and LISREL for structural Factor Analysis and structural fitness model used test assumptions and in segment of the descriptive statistics used from this statistics to describe the demographic variables.Based on the results of this study found that customer comprehension of the brand on their comparative advantage. Interpersonal relation, brand history, brand preferences and brand attachment is effective and all Research Variables significant and positive relation with each other and all relevant assumptions were confirmed.