Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

The Impact of Innovative Marketing on Brand Loyalty with the Mediating Role of Customer Satisfaction (Case study: Apple brand customers)

Document Type : Original Article

Authors
hassan gharibi 1
homa robab esmaeili 2
1 Graduate of Business Management in Transformation, Allameh Tabatabaei University, Tehran, Iran
2 PhD Student in Media Management, University of Tehran: Kish Campus, Kish, Iran
Abstract
The purpose of this study is to investigate the impact of innovative marketing on brand loyalty with the mediating role of customer satisfaction (Case study: Apple brand) using the model of Gupta et al. (2016) and Vera and Torrigio (2017). To investigate the study, a sample of 385 people was made available through the Telegram channel and Instagram pages. Data collection tool was a standard questionnaire with 29 questions whose validity and reliability were confirmed and distributed among the statistical population. Data analysis was performed using descriptive statistics and inferential statistics. At the level of statistics, descriptive indicators such as frequency and frequency percentage; At the level of inferential statistics from correlation methods, structural equation modeling, path analysis has been performed; For this purpose, SPSS and LISREL software were used. The results of the analysis indicate the positive and significant impact of innovative marketing on brand loyalty both directly and indirectly through customer satisfaction among Apple brand customers.
Keywords
Innovative Marketing
Brand Loyalty
Customer Satisfaction

Subjects

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Journal of Advertising and Sales Management
Volume 1, Issue 4
Autumn 2020