A structural model of the role of brand love in the impact of marketing stimuli on customer satisfaction

The purpose of this study is to provide a structural model of the role of brand love in the impact of marketing stimuli on customer satisfaction. This research is applicable in terms of purpose, and survey in terms of collection method. The statistical population of the study consisted of customers of Kaleh Company in Mazandaran and Gilan provinces. The sample size of the research was determined based on Cochran's formula of 384 people and the available sampling method was used., standard questionnaires of marketing motivations of Hassanzadeh and Rezvani (2016), customer satisfaction of Garmels and Guiner (2000) and love of brand of Chow and Fiore (2015) were used to collect data. In order to analyze the data, the structural equation technique with Lisrel statistical software and Spss software were used. The research findings showed that the components of marketing stimuli were product stimulus, pricing stimulus, distribution stimulus and promotion stimulus, and respectively had the greatest effect on customer satisfaction. The results showed that marketing incentives affect customer satisfaction directly and indirectly. Love for the brand has a mediating role in the effect of marketing incentive elements on customer satisfaction.