THE INVESTIGATION AND ANALYSIS IMPACT OF BRAND DIMENSIONS ON SERVICES QUALITY AND CUSTOMERS SATISFACTION IN NEW ENTERPRISES OF IRA

The objective of this paper is to test a general framework for building customer-brand relationship from an experiential view, which aims to describe the extent to which customer intention to repurchase a brand is influenced by brand relationship quality (brand satisfaction, trust, and commitment), service quality and brand experiences. The study was conducted on 258 respondents in Tehran, Iran and research results are analyzed by using structural equation modeling. As a result of this study, brand experiences, satisfaction, trust have positively effects brand loyalty. The research findings indicate that brand experience appears to be far more salient than brand constructs in shaping and building meaningful and long-lasting relationship with consumers.