Developing Brand Equity Model Based on C.B.B.E Approach to Establish Customer Satisfaction and Loyalty in Tehran's chain stores

The real value is not inherent in the product or service; rather, it is the brand that is associated with the real value in customers’ minds. Increasing competition has resulted in more attention to the specific value of the brand, particularly from the viewpoint of the customers. The reason is that their success depends upon attracting and keeping customers. In this context, customer satisfaction and loyalty and identifying influential factors are of great importance. Customer satisfaction and loyalty indicates positive attitude and commitment of the customer toward brand and their buying intention in future. In this study, Keller’s constructs of the pyramid of brand equity, including brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance, are investigated and their relations with brand equity, as well as their effect on customer loyalty and satisfaction in ETKA chain stores are determined. The statistical population of the present study is all customers of ten main branches of ETKA chain stores in Tehran. The data were collected by administering questionnaire. The population consisted on 385 randomly selected individuals. The research hypotheses were tested through Structural Equation Modeling and the final model was confirmed. The findings of the study revealed that only the relationships between brand imagery and customer loyalty, and brand resonance and brand equity were not significant, and all other relationships were significant. Also, fit indices obtained for the conceptual model refer to the high validity of the model in explaining the relations among variables.

Brand Equity, Customer Satisfaction, Customer Loyalty, Chain Stores, Structural Equation Modeling