عنوان مقاله [English]
The food industry has always faced stiff competition, and managers are striving to respond to this stiff competition in order to create advantages in sales. Branding and creating a successful brand is one of the ways to create this advantage. In Iran, too, the food industry is considered as one of the most important and influential industries on the economy, which will undoubtedly face many changes with the globalization of the economy and increasing competitiveness. Green food industry is very important in this regard due to its health-oriented and attention to environmental issues. Green brand loyalty can have a huge impact on a company's success. Profitability is the primary goal of any organization and customer loyalty to the brand is one of the means to achieve this goal. Brands help companies develop loyalty by providing key points of difference between competing areas, and brand managers examine the dimensions of related and unrelated products in order to build and maintain brand loyalty. . Therefore, managers strive to create a desirable, strong and unique brand in the minds of customers; Therefore, brand management and loyalty to it is necessary to gain a competitive advantage, especially in the Iranian food industry, and recognizing the factors affecting customer loyalty to the brand is an issue that must be carefully considered. In this regard, researchers have identified and proven different factors based on the criteria introduced to measure brand loyalty. Research in this field indicates that factors such as brand trust, brand social value, perceived quality, brand innovation and brand communication identity affect brand loyalty. In fact, brand loyalty is a deep commitment to constantly repurchase a product / service or to encourage future purchases, and this commitment is the result of the customer's mental evaluations. In this way, if a consumer perceives the brand with quality and has confidence in the brand and is willing to rely on the capabilities of the brand, he will commit to repurchase the brand. Accordingly, the purpose of this study is to investigate the impact of innovation and the identity of green brand communication on brand loyalty. This study also seeks to investigate the mediating role of brand trust, perceived brand quality and social value of the brand in this regard.
The present research is applied in terms of purpose, descriptive in terms of method and causal. The statistical population of this study is green food industry consumers. Due to the high number of food industry customers according to Krejcie and Morgan table, the sample number is 384 people, but due to the fact that some questionnaires may not be returned or incomplete and unusable, finally 400 questionnaires by sampling method available in It was distributed among the customers of chain stores in Ardabil and 390 healthy and flawless questionnaires were collected. The questionnaire consisted of 32 closed questions. The validity of the questionnaire was assessed through content and face validity. Thus, the questionnaire questions are standard and have formal validity. Also, after compiling the questions, the questionnaire was given to academic experts and food industry experts; Therefore, the validity of its content was also confirmed. The reliability of the questionnaire was assessed and confirmed by Cronbach's alpha. Thus, all the obtained values for the variables were above 0.7 and the validity was confirmed. Data were analyzed by descriptive and inferential statistics. First, using descriptive statistics, the demographic characteristics of the respondents are obtained, and then in inferential statistics, the relationships between variables are examined. Analysis of statistical data in this study was performed by Smart PLS3 software, the results of which are described below.
First, the measurement model was evaluated. Thus, the validity and reliability of the model were initially evaluated. Validity was assessed by convergent validity and divergent validity and reliability by factor loading and combined reliability. Convergent validity was assessed using extracted variance (AVE). Since the obtained values for all variables are higher than 0.5, convergent validity is confirmed. Divergent validity was examined by Fornell and Larker methods. Thus, the square root of AVE is compared with the correlation between latent variables. The value of the AVE root of all latent variables is greater than the correlation value between them, so it can be said that the divergent validity of the measurement models is confirmed. The reliability of the model was evaluated with two indices of factor loading and combined reliability. The acceptable value for the factor load is higher than 0.4 and the values of the factor loads less than 0.4 are removed from the next analysis. The factor load for each reagent in the model constructs was greater than 0.4, except for the first and second questions of brand loyalty, which were excluded from subsequent analyzes. Since all values are higher than 0.7, the combined reliability was also confirmed. The results showed that in green food industry, brand innovation has a positive and significant effect on brand trust, perceived brand quality and brand loyalty. The effect of brand communication identity on brand trust, social value, perceived brand quality and brand loyalty was also confirmed. Brand trust and perceived brand quality also have a positive effect on loyalty. According to the obtained results, it is suggested that companies active in the green food industry, while evaluating their ability to present innovative products to the market, also upgrade them. This can be done with the help of the R&D unit by evaluating market performance and analyzing customer demand. This study studied the effect of brand innovation and brand communication identity on brand loyalty and in this effect, the mediating role of brand trust, brand social value and perceived brand quality was investigated. It seems that other variables such as brand satisfaction and brand image can play a mediating role in this regard, so it is suggested that future research examine the mediating role of these variables in the current model. Also, considering the conduct of this research among domestic exporting companies and among domestic consumers, it is suggested that further research, while entering other industries, also evaluate foreign companies. Also, considering the development of social networks and its role in today's businesses, it is suggested that the model of this research be evaluated among consumers in cyberspace, and in the meantime, the role of variables such as word of mouth and electronic advertising and company activity in social networks should be evaluated.