Nima BASTAMI, Mohammad HAGHIGHI, Mahboubeh GHAZALOSADAT KHAZRAEI AFZALI

Studying the role of brand logo to create loyalty in consumers of different products in Tehran

Abstract. This study was conducted to investigate the role of brand logo to create loyalty in consumers of different products. In this study, a questionnaire with 55 questions was used for variables. Population of research consisted of all consumers of brand products (Clothing - Food - electronics - Health) in Tehran that among them, 377 were selected by cluster sampling method to answer a research question. To assess the validity of the questionnaire, the content and construct validity was used and its reliability was measured by Cronbach's alpha that the reliability of the questionnaire is 0.954. Based on the results of the investigation, stating the identity of the customer in logo and functional benefits have impact on customers' logo on cognitive benefit but had no impact on the profit variable aesthetic perception of the brand logo. So cognitive benefit variable of brand Logo has positive and significant impact on customer loyalty.

Keywords:

Identity expression, functional benefits aesthetic, benefit brand logo, customer loyalty,

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