Investigating the relationship between VALS lifestyles with loyalty to product's brand with advanced technology using Anandan et al. model (Case Study: Samsung brand in digital media industry)

The puerpose of this paper is toinvestigate the relationship between VALS[4] life styles with loyalty to products’ brand with advanced technology. According tobeing unlimited thepopulation, we selected385 people by Cochran formula. But the questionnaire distribution was increased till 530 ones due to the aim of researcher was covering all VALS life styles. Structural equations have been usedfor testing the hypotheses. The research findings showed that among 8 life styles, there is positive and significant relationship between life styles of “successful persons”, “thinkers”, “believers” and “experiencers” with loyalty to products’ brand with advanced technology.but, there is not a positive and significant relationship between life styles of “innovators”, “constructors”, “strugglers” and “survivors” with loyalty to products brand with advanced technology