An investigation of the role of brand image on consumer loyalty

This paper presents an investigation on the role of brand image on customer loyalty on rubber industry. The proposed study designs a questionnaire in Likert scale consists of 27 questions, distributes it among some Iranian experts in rubber industry and analyzes it based on principal component analysis. During the survey, the number questions are reduced to 23. Cronbach alpha is calculated as 0.812 and Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.671 and 2375, respectively. Based on the results of our survey, we have derived six factors including penetration strategy, infrastructure characteristics, competitive pricing, target marketing strategy, communication strategy and market characteristics.