Investigating the Relationship between Brand Self-Reliance and Loyalty with the Mediating Role of Brand Experience: A Case Study in Tehran Private Hospitals

The purpose of this study was to investigate the effect of Brand Experience mediation on the relationship between Self-Brand Connection and brand loyalty. The current research is applied in terms of purpose and descriptive research is about data collection.Structural equation modeling has been used for analysis. The statistical population of this research is Tehran Private Hospitals customers in north of Tehran. Therefore, the sampling method is available. With regard to the unknown population of the statistical population, the sample size with a confidence level of 0.95, based on the Cochran formula, is 384. Regarding the survey, the research was used to collect data from a questionnaire tool. The results showed that the first hypothesis based on the effect of self-brand relationship on brand loyalty has been confirmed. The second hypothesis of the research, which measures the impact of brand equity on the brand's experience, has been confirmed. In addition, the third hypothesis is based on the impact of brand experience on brand-approved loyalty. Also, the results confirmed the fourth hypothesis based on the effect of the mediating role of brand experience on the relationship between Self-Brand Connection relationship to brand loyalty.