Studying the Effect of Brand Credibility and Brand Prestige on Brand Loyalty

This research investigates the relation of brand credibility and brand prestige on perceived quality as a moderator variable and also it examines the relationship between brand credibility, brand prestige and perceived quality on brand loyalty. The statistical population of this research included all the people in Marand city who were over than 18 years old and had self-phone. These consisted of 215229 people, from which a sample of 216 people was chosen. Regression analysis test was used to analyze data. The results of this research indicates a positive effect of brand credibility on perceived quality, brand prestige on perceived quality, perceived quality on brand loyalty, brand credibility on brand loyalty and brand prestige on brand loyalty.

Brand Credibility, Brand Prestige, Brand loyalty, perceived quality.