Scrutiny of brand social identity perspective and its effect in brand loyalty development (case of study: Kaleh Dairy Products Company

In recent years, discussion and investigation on the subject of brand has found especial place in science and trade. Many of researchers and managers have conclude that certainly, brand and branding science are the worthiest asset of a company necessary for improvement of marketing process. Yet, brand identity which is an intra-organizational factor and one of the most important discussing subjects of marketing and brand has been considered in a few studies. Therefore, this study with the purpose of studying the impact of brand identity on brand loyalty development has been conducted in the food industry and as a sample in a dairy company. For this purpose, Kaleh brand as a representative of the Kaleh Dairy Company as a well known brand in Iran is selected for study. Statistical population includes all customers of the company in Tehran metropolitan and 475 customers have been chosen as the sample of research. This study is typically survey based in which, a questionnaire is developed for data collection. In order to examine the proposed model, Structural Equations Modeling (SEM) and Confirmatory Factor Analysis (CFA) techniques have been utilized. According to the findings, the impact of brand identity on brand loyalty in the selected company of the food industry is confirmed. In addition, findings indicate that the brand with strong identity is the origin of forming long term relationships between customer and company, which in turn leads to customer loyalty.