Annals of Management Science


The purpose of this study is to explore the relationship between the dimensions of social marketing mix and brand loyalty. The dimensions of social marketing considered in the study include proposition, cost of participation, accessibility to a place, policy, public, and social communication. The statistical population for the study includes all customers of Naein hand-woven carpet in Isfahan city. A random sampling method was used to select a sample from the population for the study. The data used for statistical analyses and hypotheses testing was collected from 380 customers using survey questionnaire. Six hypotheses were constructed to test the relationship between each of the six dimensions of social marketing and brand loyalty. All the six hypotheses were tested using structural equation models. The results show that there is relationship between each of the dimensions and brand loyalty while they (the results) indicated that there is no relationship between brand loyalty and each of the remaining two dimensions, namely; accessibility to a place and policy.