The Investigation of relationship between entrepreneurial marketing and brand loyalty in dairy industry (Case study: kaleh)

Document Type : Research Paper

Authors

1 MASTER STUDENT

2 ent

3 FACULTY MEMBER

Abstract

This study aims to investigate the relationship between selected entrepreneurial marketing’s dimensions and brand loyalty in dairy industry. In this study, the dimensions and measurement instruments of entrepreneurial marketing, have been explored from customer’s perspective for the first time in the literature, based on previous studies and examination of expert’s opinions, and consequently their effect on customer loyalty to Kaleh has been evaluated. This research is applied in terms of purpose and the methodology used is descriptive-correlation. The statistical population of this research includes all citizens of Tehran who use Kaleh products. This research was completed in 1396 and In order to collect information, 380 structured questionnaires were distributed by simple random sampling among sample members, and information were analyzed by structural equation model analysis using the LISREL software version 8.8 The results show that perceived innovativeness and perceived value creation have a positive effect on brand loyalty and perceived proactiveness have a negative effect on brand loyalty.

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References

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