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Journal of Social, Management and Tourism Letter
JSMTL 2021, 10 pages - Article ID: JSMTL-2107182112375
Investigating The Relationship Between Brand And Consumer Behavior
a Faculty Of Management,university Of Payamnoor, Babol, Iran
ABSTRACT
The increasing intensity of competition among business organizations has led them to always look for an entry, survival, and market leadership. Therefore, the field of Brand is one of the tools to gain the competitive advantage of organizations it is considered commercial. This study aimed to identify the most critical factors affecting brand formation and its impact on consumer behavior. In this research, using the library and documentary method and with Benefiting from the study conducted in this field, ten factors (commitment, satisfaction, trust, Love, advertising Verbal, loyalty, eigenvalue, gender and reputation (affecting the formation of brand recognition and the relationship between them and Consumer behavior was examined. This study showed that all ten factors Affecting brand formation, directly and indirectly, affect consumer behavior and these factors. If a brand wants to take a position To be suitable in the current competitive market, it is essential to pay attention to all these factors together. It is also necessary to create satisfaction in customers. Therefore, according to the results of this study, it is recommended to managers and leaders in this field; Relationship Create closeness between customers and their Brand to create satisfaction for existing customers in attracting new customers are also thriving.