1 استادیار دانشگاه پیام نور، دکترای مدیریت منابع انسانی، تهران، ایران
2 کارشناس ارشد مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
3 دانشجوی دکترای مدیریت منابع انسانی، دانشکده مدیریت، دانشگاه تهران، ایران
4 کارشناس ارشد مدیریت بهرهوری،
عنوان مقاله [English]
The main purpose of this research is to evaluate the effect of commercial brands on customers’ loyalty and behavior to hygienic products. Here a commercial brand is under assessment about its credibility among consumers in relation to customers’ loyalty and behaviour. In this research the model presented by Sweeny and Swait consumers and its relationship with customers’ loyalty and behaviour. In this research the model presented by Sweeny and Swait containing seven aspects has been considered: brand credibility, continuance commitment, loyalty commitment, customer behaviour, customer satisfaction and desire to change the brand and purchase recommendation. This research is descriptive and accompanied by a questionnaire. The validity of this questionnaire has been approved by statistical advisors and its reliability is about 95.4%. Obtained results from analysis of collected data show that credibility and customers’ acceptance is not satisfactory and most individuals with lower income of 500$ a month usually buys this brand due to its reasonable price.