The Effect of Competitive Advantage Strategies on Customer Loyalty: Mediated role of Brand Identification and Brand Awareness (Case study: Parsian Insurance customers)

Document Type : Research Paper


1 PhD Student in Business Management from the Islamic Azad University, Rasht Branch, Rasht, Iran

2 Assistant professor, Department of Business Management, Astara Branch, Islamic Azad University, Astara, Iran

3 Associate professor, Department of Industrial Management, Rasht Branch, Islamic Azad University, Rasht, Iran


The purpose of this study is to investigate the effect of competitive advantage strategies on customer loyalty with the mediating role of customers brand identification and brand awareness in the insurance industry. The study methodology is descriptive-correlational and the statistical population were Parsian Insurance brand customers in Rasht, Lahijan and Bandar Anzali cities. By the use of Morgan table, the sample size were 384 people which finally we selected 389 people by the use of random sampling method. The main dimensions of the research questionnaires were competitive strategies of differentiation, cost leadership, brand identification, brand awareness and customer loyalty. In order to analysis the data we used SPSS 22 and Smart PLS 2 software. The results indicated that differentiation strategies has meaningful and significant effect on customer loyalty and also the mediating roles of brand identity in the relationship between differentiation and customer loyalty and also in the relationship between cost leadership and customer loyalty were confirmed, but the relationship between cost leadership on customers loyalty and the mediating role of brand awareness in the relationship between differentiation on customer loyalty and cost leadership on customer loyalty were not confirmed. 




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