Brand Communication, Service Quality, and Brand Image: A Mediated Path to Purchase Intention through Customer Loyalty

Hossein Norouzi () and Kebria Talebi Darestani ()
Additional contact information
Hossein Norouzi: Associate Professor, Faculty of Management, Kharazmi University, Tehran, Iran
Kebria Talebi Darestani: MBA Student in Marketing, Faculty of Management, Kharazmi University, Tehran, Iran.

Marketing and Branding Research, 2026, vol. 13, issue 1, 1-13

Abstract: The study asks how brand communication and service quality contribute to brand image, and whether brand image leads to purchase intention on its own or works mainly by strengthening customer loyalty. A cross-sectional survey was completed by 235 university students in Tehran who owned and used Samsung smartphones. The questionnaire employed established multi-item measures, and the five proposed relationships were examined using partial least squares structural equation modeling (PLS-SEM). Both brand communication (β = .15, p

Keywords: Brand Image; Brand Communication; Service Quality; Customer Loyalty; Purchase Intention (search for similar items in EconPapers)
Date: 2026
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://api.eurokd.com/Uploads/Article/2175/mbr.2026.13.01.01.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:13:y:2026:p:1-13

DOI: 10.32038/mbr.2026.13.01.01

Access Statistics for this article

Marketing and Branding Research is currently edited by Carlos M. Rodriguez Neira

More articles in Marketing and Branding Research from EUROKD
Bibliographic data for series maintained by Sara Gunen ().