Brand Equity, Brand Loyalty and Consumer Satisfaction (Case study consumer goods of brand Samsung in shops of Khuzestan)

Soheir Jorfi, Abdolkarim Gayem


The brand is a strategic imperative that helps organizations in order to create more value for customers and create sustainable competitive advantage and customer satisfaction. The importance of the brand and its impact on the company's sales have increasingly been expanding and brand equity and its dimensions are important for organizations due to the influence on satisfaction, perceived value and customer loyalty. Wide acceptance the people of consumer goods of Samsung bran in stores of Khuzestan and its product rank among the families has made the importance of evaluating the role of Samsung brand equity and customer satisfaction in stores, a matter of necessity in Khuzestan province.


brand, brand equity, customer satisfaction, brand loyalty, products for household appliances

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