Nima BASTAMI, Seyed Abolghasem MIRA, Mahboubeh GHAZALOSADAT KHAZRAEI AFZALI

Structural equation modeling of brand logo indicators and its impact on the loyalty of consumer

Abstract. This study aims at investigating the role of brand logo on consumers' loyalty and developing an appropriate analytical model. In this study, a questionnaire with 55 questions, which is made by authors, is used for investigate research’ variables. Target population of the study is consisted of all brand consumers of different products, e.g. textile, food, electronic and sanitary devices, in Tehran, of which 377 persons were sampled using cluster method to respond to the questionnaire of the research. To assess the validity of the questionnaire, the content and construct validity were used and its reliability was measured by Cronbach's alpha, which the reliability of the whole questionnaire was 0.954. Data from the survey questionnaires using structural equation modeling was analyzed, which resulted in good results for indices of fit and fitness of the model.The results of this study showed a direct correlation between independent variableand the dependent variable. Results of testing the main hypotheses of the study using structural equation modeling showed a causal relationship between research’s variables. The fitness indicators of the model show that model in terms of suitability and fitness indicators has a good condition. Thus, we can conclude that model has a good fitness.The results also showed that all indicators of function variable have good T values (greater than 1.96) and acceptable load factor. In addition, according to the path coefficients, research variables altogether are able to explain 89% of variations of loyalty variable.

Keywords:

Functional benefits benefit of brand logo, customer loyalty, structural equation modeling,

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