The Investigation of the Effects of Cognitive Motivators on Brand Loyalty with Regard to Communication Commitment, Brand Satisfaction and Effective Motivators

Abstract

Brand cognitive motivations are a function of tendencies and behaviors that are inherently brand-driven of trust that consumers have compared to other brands than a brand that this considered to be customer loyalty. Accordingly, the main purpose of this study is to investigate the effects of cognitive motivators on brand loyalty, taking into account communication commitment, brand satisfaction, and effective motivators. The research type is applied and the survey is collected through a correlation method. The statistical population of the research is Nivea customers of Isfahan Brand Company at City Center Mall. The research tool of the questionnaire and the size of the society is 384 people. Therefore, 384 questionnaires were distributed and 286 questionnaires were returned without loss. The data were analyzed through SPSS and Amos software. The results show that cognitive motivators in the dimensions of awareness, perceived quality, image and perceived value of brand influence on brand satisfaction and cause customer loyalty to the brand, it is suggested that companies increase attention to customer satisfaction as one of the company's missions is important and in promoting the company highlighting points directly targeting the customer satisfaction issue that will lead to customer loyalty to the brand.

Keywords: Cognitive motivators, Brand loyalty, Community commitment, Brand satisfaction, Nivea customers of Isfahan Brand Company at City Center Mall.

DOI: 10.7176/RHSS/9-10-08

Publication date:May 31^st 2019