Nowadays, since the provided products and services by brands are similar in terms of quality and appearance, to differentiate products and services, even paying attention to just innovation will not be considered as a long-term and stable competitive advantage. Customer experiences towards a brand are considered as the main differentiators between brands. Therefore, in order to achieve this goal, using proper marketing strategies, it is necessary to maintain loyal customers as permanent assets. Considering the research gap in the field of marketing activities of S.A.V.E. and also to eva‎luate its impact on brand loyalty, in the current research, with an in-depth review of the literature, at first, the concepts of the activities of the S.A.V.E. marketing model are stated and then, focusing on the customer journey, three essential dimensions are proposed to conceptualize the solution variable in the apparel industry. Further, the eva‎luation of the activities of this marketing model on brand loyalty in the clothing industry was investigated. The data and information of the statistical population were collected using a questionnaire that was designed from five sections, including solution, access, value, education, and brand loyalty. Data analysis was done using structural equation modeling method and partial least squares approach with the help of SPSS and SmartPLS software. Next, the validity and reliability indicators of the measurement model as well as the fit of the structural model were examined. The results showed that these indicators are acceptable for this research. Finally, the proposed hypotheses were examined. According to the obtained results from the data analysis, the all variables of the S.A.V.E. marketing model have a positive effect on brand loyalty and also the significant effect of all variables, except the education variable, on brand loyalty was confirmed.

فاطمه حقيقت , پريسا عصارزادگان

افسانه ولي پوري , داريوش سمناني