The Impact of Brand Identification and Brand Satisfaction on Brand Loyalty through the Mediating Role of Customer Branding

Today, brand and brand is one of the most important marketing issues facing all companies and organizations. It is important to the extent that brand management has become an independent discipline in scientific circles. The concept of customer-brand partnership has attracted considerable attention since about 2005 in the academic marketing literature. Customer loyal customers increase brand profitability, promote positive verbal advertising, and improve organizational performance. Despite the growing understanding of consumer brand involvement in virtual brand communities, information on the impact of brand community identification and brand performance on customer brand engagement has been tested empirically in the Instagram study of Baridium Essential Herbal Medicines by consumers. A little at hand. Second, while previous research has addressed the direct impact of brand satisfaction and brand community identification on brand loyalty, there is less transparency about the mediating role of customer-brand partnerships in these relationships in virtual brand communities. Therefore, we examine the mediating effects of customer brand engagement on the relationship between brand identity, and brand satisfaction in shaping brand loyalty in the virtual community of Barry Essential Customers on Instagram, and thus provide empirical insights. Third, our results provide a set of practical implications designed to facilitate managerial decision-making regarding customer brand management in relation to the Barij Essence Virtual Business Brand, which adds value to online customer relationship management strategies. Therefore, the purpose of this study was to investigate the impact of brand identification and brand satisfaction on brand loyalty with the mediating role of customer brand participation among customers of Barij Essence Herbal Medicine in Iran. The present research is applied in terms of purpose and in terms of nature in the descriptive category of the survey branch. The instrument of this study was a standard questionnaire whose reliability was assessed and confirmed using Cronbach's alpha, combined reliability and factor loadings. Its validity was also verified through content validity, convergent validity and divergent validity. In this study, four main hypotheses and two sub-hypotheses were considered, which were confirmed by the findings of all the hypotheses, which indicate that brand community identification has a significant effect on brand loyalty. Significant. Customer-brand partnership has a significant mediating effect on brand loyalty relationship on brand loyalty. Identifying the brand community has a significant impact on customer brand engagement and ultimately, brand satisfaction has a significant impact on customer brand engagement.