Studying the Relationship between Brand and Consumer (Case Study: Electrical Home Appliance)

Present paper aims at studying the relationship between brand and consumers. In terms of purpose، this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) selected by simple random sampling method. Proportionate to sample size، 420 questionnaires were distributed in electrical home appliance in Mashhad and finally 375 usable questionnaires were analyzed. Collected data was analyzed by SPSS and LISREL software packages. LISREL was used to analyze confirmatory factor analysis and research model test. Likewise، LISREL software package was used to study reliability and exploratory factor analysis. The findings indicate that brand experience impacts on brand satisfaction، brand trust brand commitment and brand love positively and significantly; brand satisfaction and brand impact on brand love and brand commitment positively and significantly; and brand love and brand commitment impacts on word of mouth and brand loyalty positively and significantly. The most important limitations of present study include lack of cooperation by managers of shops to distribute questionnaires. The findings of present study can be used as a valuable source to improve the relationship between an Iranian brand and consumers by domestic appliance industry managers and policymakers. It is for the first time that such research studies the relationship between an Iranian brand and consumers by domestic appliance industry in Iran and analyzes new aspects of brand.