Pages: 77-89

Abstract

The aim of this study was to investigate the influence of service brand dimensions (brand communication, brand experience, brand service quality) to build brand loyalty through brand trust among the customers of Melli Bank branches in Guilan. For this purpose, the research literature in the area of brand communication, brand experience, quality service, brand trust, brand loyalty according to Zehir et al. (2011) conceptual model was reviewed. The study sample consisted of Guilan Melli Bank employees and customers. For data collection, the field study on 5 Melli Bank branches in Guilan using cluster and simple random sampling had been carried out. Research hypotheses were tested using structural equation method and data analyzed using SPSS and Lisrel software. The findings show that brand communication, brand experience and service quality has a significant positive impact on brand trust. Brand trust has also been significant effect on brand loyalty.