The Plan to Buy Stocks as a Marketing Strategy

The establishment of brand loyalty is more in need of attention to product than to link with customers. In the market where products cannot easily be distinguished with services, to strengthen the commitment required for the creation of brand loyalty, there may be a need to provide link and connection with customers. Recent developments in information technology have provided suitable tools for marketing managers to help them establish convenient relations with customers in order to enhance their loyalty. Despite the importance of brand loyalty in the literature of marketing, it seems we are facing lack of applied studies in developing countries in general and in Iran in particular. Therefore, the present study is intended not only to investigate different dimensions of brand loyalty through the establishment of connection between financial and marketing areas, but also to provide suitable tools so that the resultant marketing area will lead to the strengthening of customers' loyalty. The findings of the research indicate that those individuals who own the shares of a firm are willing to stay loyal to the brand of the firm. Moreover, if accompanied by satisfaction, brand loyalty may encourage customers to buy a firm's shares which leads to enhancement of the shares' value.

Loyalty, Brand Equity, Investment, Shares Ownership