Authors : Maryam Hashemi, Mojgan Bahrami and Reza Ebrahimzadeh Dastjerdi
Abstract: This study aims to investigate the impact of dimensions of brand knowledge on brand loyalty through willingness to use the services and brand trust at branches of Refah Bank in Isfahan City. The present study is an applied research in terms of the purpose based on a descriptive correlational method. The statistical population of this study included all customers of Refah Bank in Isfahan city. The sample size consisted of 384 people using infinite population size method and Cochran formula. The 296 usable data were obtained using cluster sampling. Data were collected through standard questionnaires. The validity of the questionnaire was confirmed by a number of experts in bank and universities. The reliability of the questionnaire was calculated by 0.77 using Cronbach’s alpha coefficient. The results of this study showed that there is a significant relationship between brand awareness and brand image and brand loyalty, brand trust and willingness to use services of Refah Bank. The results also indicated that there is a significant relationship between brand trust and brand loyalty and willingness to use services of Refah Bank. However, the relationship between willingness to use services and loyalty was not proven.
Maryam Hashemi, Mojgan Bahrami and Reza Ebrahimzadeh Dastjerdi, 2016. The Impact of Dimensions of Brand Knowledge on Brand Loyalty Through Willingness to Use Services and Brand Trust in Refah Bank Branches in Isfahan City. International Business Management, 10: 3194-3200.