The Effect of Commercial Brand on Customer Commitment According to the Mediating Role of Brand Interests (Case Study: Customers of Dairy Products in Province of Gorgan)

Brand is a commercial name, usually used as a tool for solving the problem of being indistinguishable. As the most significant visual element of a commercial name, brands facilitate the recognition of commercial names and highlight their differences with other competitors. This research answers this question that how brands play a mediating role in customers’ commitment to that commercial name and customers’ satisfaction and loyalty, and when this impact is the most obvious problem. In other words, this research relies on this hypothesis that marketing activities of a business company are reflected on the customers’ perception from the brands of that business company. To this aim, empirically a framework of understanding the casual relationships between the functional benefits, expression and selfanalysis and beauty and customer commitment were surveyed through the mediating role of brands interests according to a 384-indivdual sample of customers of dairy products in Province of Gorgan. From the point of aim the current research is an applied research and from the point of data collection it is a descriptive-casual research conducted from 2013 to 2014. The field research method is used and data collection tool is questionnaire. A test shows the hypothesis conducted by the use of structural equation modeling and by the use of Lisrel software. Results showed a positive and significant relation between the functional benefits, brand interests, expression and self-analysis and brand interests, aesthetics and brand interests and brand interests and customer commitment (p≤ 0.05). It could be concluded that functional benefits have a positive and significant effect on brand interests, expression and self-analysis have a positive and significant effect on brand interests, aesthetics has a positive and significant effect on brand interests and also brand interests have a positive and significant effect on customer commitment.