IDEAS home Printed from https://ideas.repec.org/a/bco/mbraaa/v13y2026p1-13.html

Brand Communication, Service Quality, and Brand Image: A Mediated Path to Purchase Intention through Customer Loyalty

Author

Listed:
  • Hossein Norouzi

    (Associate Professor, Faculty of Management, Kharazmi University, Tehran, Iran)

  • Kebria Talebi Darestani

    (MBA Student in Marketing, Faculty of Management, Kharazmi University, Tehran, Iran.)

Abstract

The study asks how brand communication and service quality contribute to brand image, and whether brand image leads to purchase intention on its own or works mainly by strengthening customer loyalty. A cross-sectional survey was completed by 235 university students in Tehran who owned and used Samsung smartphones. The questionnaire employed established multi-item measures, and the five proposed relationships were examined using partial least squares structural equation modeling (PLS-SEM). Both brand communication (β = .15, p

Suggested Citation

  • Hossein Norouzi & Kebria Talebi Darestani, 2026. "Brand Communication, Service Quality, and Brand Image: A Mediated Path to Purchase Intention through Customer Loyalty," Marketing and Branding Research, EUROKD, vol. 13(1), pages 1-13.
    • Handle: RePEc:bco:mbraaa::v:13:y:2026:p:1-13
    DOI: 10.32038/mbr.2026.13.01.01
    as

    Download full text from publisher

    File URL: https://api.eurokd.com/Uploads/Article/2175/mbr.2026.13.01.01.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.32038/mbr.2026.13.01.01?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bco:mbraaa::v:13:y:2026:p:1-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sara Gunen (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.