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Article

Многофакторная структурная модель лояльности к бренду

Антонова Н. В., Кумар А.

The article attempts to build the multifactor model of brand loyalty using the method of structural modeling. Brand image and brand satisfaction are allocated as the main factors of brand loyalty. For primary data collection we used the questionnaire, which was elaborated by authors and included three scales: the brand satisfaction scale, the brand image scale and the scale of brand loyalty. The sample consisted of 206 people. Using the method of structural modeling, the multifactor model of brand loyalty was created. It was found that brand satisfaction mediates the communication between brand image and brand loyalty, it means that when the customer satisfaction is low, the link between brand image and brand loyalty is high. It is also found that the most important components of brand image are the brand reputation, consumer’s image and perceived quality of the brand. The image of organization and the uniqueness of the brand are not decisive for the perception of the brand and are excluded from the model.