Social Marketing Mix Dimensions as Determinants of Brand Loyalty: A Case Study

December 7, 2015 Posted by admin

Hadi Teimouri, Sima Ebrahimi, Marzieh Rezaei,
Kouroush Jenab and Sam Khoury

Management Department, University of Isfahan, Isfahan, Iran
College of Aeronautics, Embry-Riddle Aeronautical University
Daytona Beach, FL, USA
College of Business, Athens State University, Athens, AL, USA

Abstract
The purpose of this study is to explore the relationship between the dimensions of social marketing mix and brand loyalty. The dimensions of social marketing considered in the study include proposition, cost of participation, accessibility to a place, policy, public, and social communication. The statistical population for the study includes all customers of Naein hand-woven carpet in Isfahan city. A random sampling method was used to select a sample from the population for the study. The data used for statistical analyses and hypotheses testing was collected from 380 customers using survey questionnaire. Six hypotheses were constructed to test the relationship between each of the six dimensions of social marketing and brand loyalty. All the six hypotheses were tested using structural equation models. The results show that there is relationship between each of the dimensions and brand loyalty while they (the results) indicated that there is no relationship between brand loyalty and each of the remaining two dimensions, namely; accessibility to a place and policy.

Keywords: Social Marketing, Social Marketing Mix, Brand, Brand Loyalty

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