Perceived Quality, Brand Image and Brand Trust （感知质量、品牌形象、品牌信任）.pdf

Quest Journals Journal of Research in Business and Management Volume 3 ~ Issue 4(2015) pp: 01-08 ISSN(Online) : 2347-3002 Research Paper Perceived Quality, Brand Image and Brand Trust as Determinants of Brand Loyalty Abdullah Alhaddad Marketing and international trade department, Higher Institute of Business Administration (HIBA), Damascus –Syria Received 04 May, 2015; Accepted 30 May, 2015 © The author(s) 2015. Published with open access at ABSTRACT :-While the importance of brand loyalty has been recognized in marketing literature for at least three decades, the development of a brand loyalty model had been addressed as an important issue. The purpose of our study was to develop a brand loyalty model. In addition, the interrelationships of perceived quality, brand image and brand trust in building brand loyalty are investigated empirically. The model is tested by structural equations modeling and the sample is 473 students from the higher institute of business administration (HIBA), the finding show that perceived quality has a significant influence on both brand image and brand loyalty, on other hand, the rest of relationship between brand loyalty dimensions and brand loyalty is confirmed. The study finding can be used by Sport-wear market in creating brand loyalty by using some strategies which can lead to the brand loyalty. Keywords: Perceived quality, Brand image, Brand trust, Brand loyalty, Sport-wear. I. INTRODUCTION Brands have been considered as the second most important assets for a firm after customers (Doyle, 2001). Brand loyalty is widely discussed in marketing literature because it plays a more and more important role in the marketing. Develops in different market situations becomes an