The Effect of Brand Trust on Customer Loyalty by Mediating Brand Value and Modulating Respect, Fame and Love for the Brand in the Discount Store Industry

The purpose of this research is the effect of brand trust on customer loyalty with the mediating role of brand value and moderating respect, reputation and love for the brand in the chain retail industry. The current research is in the category of descriptive-correlational research from the perspective of practical purpose and from the perspective of method and nature. The statistical population of the research is made up of the customers of the Daily Market chain store in Tehran, and 385 people were selected as a sample. To select the sample, random cluster sampling was used to select branches and non-probability sampling was used to distribute the questionnaire among customers. The data collection tool in this research is a standard questionnaire with a five-choice Likert scale, whose reliability was confirmed through Cronbach's alpha test and its validity through content validity and confirmatory factor analysis. The data analysis that was done through PLS software showed that the effect of brand trust and brand value has a significant effect on customer loyalty. Also, the mediating role of brand value and moderating brand respect in the effect of brand trust on customer loyalty was confirmed. The results obtained from the relationships between the studied variables can be used by the Daily Market store for better planning in line with customer loyalty and competitive advantage.