The Effect of Brand Communication and Service Quality in the Creation of Brand Loyalty through Brand Trust (Case Study: Samsung's Representatives Company in Mashhad City)

Abstract

In today's competitive world,customers are the core of any business and their loyalty to the brand is a major factor in acquiring competitive advantage of organizations. At the heart of successful marketing communications strategies, brand localization activities in customers' minds are carried out in a way becoming a key component of business strategy. This means that organizations should be aware of the customer decision process in order to spread their message based on Inside<em>-</em>Out approach that is what customers want to hear. In addition to brand communications,one of the main strategies to build brand loyalty and gain competitive advantage is to improve quality of services. Today, service quality has become the great differentiating factor and the most competitive weapon of leading organizations; therefore, brand communication and service quality are very powerful paradigm which brand plays its role as a mechanism to involve the buyer and sellerin a sincere long term relationship via them. Hence,the aim of this study is to investigate the effect of brand communication and service quality in creating brand loyalty through brand trust. This research is in terms of practical and descriptive approach. In the present study, the required information was collected through a questionnaire which is drawn from the study of Zehir et al (2011). Statistical sample of study is Samsung Representatives Company in Mashhad city that are selected through two-stage cluster sampling. The reliability of the questionnaire was assessed by Cronbach's alpha coefficient. Structural equations are used to examine the research hypotheses; furthermore, LISREL software was used to analyze data. The results indicated that brand communication and service quality variables have a meaningful and positive relationship with creation of brand loyalty; moreover, brand communication and service quality variables affect building brand trust positively. Additionally, the findings showed that brand trust variable play a mediator role in connection with effect of brand communication and service quality on the creation of brand loyalty.