Explaining customer loyalty based on brand personality in the home appliance industry, Based on a Grounded Theory approach

Document Type : Research Paper

Authors

1 Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran

2 Assistant Professor, Department of Business Management, Islamic Azad University, Kish International Branch, Kish Island, Iran.

3 Assistant Professor, Department of Management, Slamshahr Branch, Islamic Azad University, Slamshahr, Iran

10.34785/J018.2020.282

Abstract

In this study, customer loyalty is explained based on brand personality. The research method is applied in terms of approach, exploratory and explanatory, and qualitative. The statistical population of the study consisted of managers and professionals of the home appliance industry, among which 16 samples were selected by purposeful snowball sampling for semi-structured interview. In this study, to analyze the qualitative data obtained from the interview, the content analysis method based on grounded theory was used. For this purpose, appropriate passwords were assigned to different parts of the data and concepts were identified. Finally, with selective coding, the categories were refined and the main dimensions of the research emerged in the form of causal, axial, contextual, intervening, strategies, and consequences. Findings showed that customer loyalty to brand with 10 factors and 29 components including elements of marketing mix (4 components), customer attitude (2 components), brand management (2 components), brand functional characteristics (2 components), consolidation Brand status (2 components), purchase decision (2 components), brand personality (5 components), brand loyalty (2 components), environmental factors (4 components), and shopping experience (4 components) are explained.

Keywords

References

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Consumer Behavior Studies Journal
Volume 7, Issue 1
June 2020
Pages 130-144

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