Investigating the influence of customers' feeling and judgment on their loyalty with emphasize on brand equity the case of Isfahan crystal and glalss products

Abstract

This study aimed to investigate the effect of customers' feeling and judgment about Isfahan Crystal and Glass products on their loyalty. The customers of Isfahan Crystal and Glass products were the studied population. 348 respondents were randomly selected to participate in the study. The data gathering instrument was a questionnaire which its validity and reliability have been verified. Structural Equations Modeling was applied to examine the relationship between variables. The findings indicated that the direct effect of the Brand equity on customers' loyalty and also direct effect of the customers' Feeling and judgment toward Isfahan Crystal and Glass products on their loyalty were positive and significant.