Impact of Brand Identity on Customer Loyalty and Word of Mouth Communications, Considering Mediating Role of Customer Satisfaction and Brand Commitment. (Case Study: Customers of Mellat Bank in Kermanshah).

Brand names inthe current globaleconomy are consideredas oneof thefundamentalprinciples ofbusiness. Every brandwantsto bepowerful, should be abletocorrectlyidentify themselves during thebirthand growthstages and over time, through innovation, improve its image in the minds of consumers. Today, the brand identity, as well as capital creates value for the organization and its products. A powerful brand has a duty to be faithful to their identity. The study analyzes the impact of brand identity on customer loyalty and word of mouth advertising and variables of customer satisfaction and brand commitment have been studied as an intermediate variable. This study is an applied research and the method of data collection is a descriptive – survey. In this study, customers of Mellat Bank in the Kermanshah selected as a Statistical population. By using Cochran formula sample size has been estimated about 384 people who were selected randomly. A questionnaire was used for data collection. Reliability and validity of the questionnaire was confirmed by Cronbach's alpha testing and university professors. The results showed that all hypotheses are confirmed and have been showed significant relationship between brand identity, customer loyalty and word of mouth advertising considering mediating role of customer satisfaction and brand commitment.