The Impact of Social Identity on Brand Loyalty: Emphasizing the Role of Trust, Satisfaction and Customer Attitude

Purpose: The purpose of this research is to investigate the effect of social identity on brand loyalty with an emphasis on customer’s trust, satisfaction and attitude. Design/methodology/approach: The data for this study was collected from a sample of 492 household appliance consumers in Tehran using cluster sampling. Researcher used a questionnaire as the research tool. The data were analyzed using structural equation modeling in the Smart PLS software. Findings: The results showed that social identity affects customer’s satisfaction, trust and attitude. In addition, customer satisfaction, trust and attitude affect brand loyalty while social identity does not directly affect brand loyalty. Originality/value: This study confirms the growing importance of social identity in marketing and the findings provide more insight into consumer brand loyalty and the role of social identity among household appliance consumers.