Examining the effect of dependency on loyalty in buildinging a relationship between brand and consumer (case study: consumers of Noushin brand in Lahidjan city)

Abstract: Attachment to a brand can be considered as a novel concept with great importance, particularly for introduction of the effective component of consumer – brand relationships. Researchers have investigated the notion of attachment and interest in various fields such as interpersonal relationships and physical ownership. The present paper is a summary of findings of a research done as MA thesis in Commercial Management. Here, analytical – descriptive research methodology is used. To obtain required data for hypotheses testing the researcher applied a realized questionnaire as the main data gathering tool. The research population includes all consumers of Noushin brand. 600 questionnaires were distributed randomly. Based the model and main objective, the research aims to examine the relationship between 3 variables (commitment, trust, satisfaction) with attachment (and their contribution in it). The paper, finally, investigates the relationship between attachment (as the predictor variable) on loyalty (as the criterion variable) and its contribution in it.