Effects of ConsumerSatisfaction and Needs on Brand Loyalty- Aplication on the Cigarette Brand
As well as satisfaction due to physical characteristics such as flavor and smell of the cigarette, individualsâ€™psychological (lessening of stress, to feel better, increasing performance, etc.) and psychosocial needs are also important in brand loyalty related to smoking cigarette. The present study has been designed to introduce effects of consumers psychological and psychosocial needs and satisfaction due to preferred cigarette brand on brand loyalty. For this; a model has been proposed by using structural equation models. The proposed model has been tested individually on two groups; one composing peoples of cigarette loyalty, the other is of smokers for a few years. The test revealed that brand lo- yalty is not same for two groups.
Volume (Year): 5 (2005)
Issue (Month): 1 (June)
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