Employing strategic management to study the effect of brand awareness on customer's loyalty: Exploring the mediation effect of perceived brand quality and brand communication: A study of samsung electronics company in Tehran branch

Customers perception about a brand's trademark illustrates their loyalty towards the brand. Previous research of brand loyalty was mainly focused on products and these studies were performed in developed countries. Extending past research to the least developed country (Iran) and in a service sector, the current paper argues that brand awareness, perception about the quality of service, and brand communication, can positively increase brand loyalty. Further, it shows that brand communication and perceived quality can mediate the relationship between brand awareness and brand loyalty.