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The study asks how brand communication and service quality contribute to brand image, and whether brand image leads to purchase intention on its own or works mainly by strengthening customer loyalty. A cross-sectional survey was completed by 235 university students in Tehran who owned and used Samsung smartphones. The questionnaire employed established multi-item measures, and the five proposed relationships were examined using partial least squares structural equation modeling (PLS-SEM). Both brand communication (&beta; = .15, p &lt; .05) and service quality (&beta; = .68, p &lt; .01) had significant positive effects on brand image. Brand image strongly predicted customer loyalty (&beta; = .81, p &lt; .01), which in turn predicted purchase intention (&beta; = .85, p &lt; .01). By contrast, the direct path from brand image to purchase intention was not significant (&beta; = .02, p = .70). With a VAF of 96.25%, the results indicate full mediation through customer loyalty. A positive image is most likely to influence future purchase when it develops into loyalty. Managers should therefore connect image-building activities with product and service performance, customer retention, and relationship programs rather than relying on favorable perceptions alone. The paper brings the antecedents and outcomes of brand image into one model. It also helps explain the mixed findings in earlier research by showing that loyalty can carry the effect of brand image to purchase intention even when the direct relationship is not significant.

mbr.2026.13.01.01.pdf

Original Research 

mbr.2026.13.01.01.xml

Issue

Brand Communication, Service Quality, and Brand Image: A Mediated Path to Purchase Intention through Customer Loyalty

Today, the luxury industry in our country continues to grow and accounts for a significant share of our economy. Therefore, in this research, consumers' willingness to advocate for these brands has been examined in relation to the variables of intention and commitment to purchase. The population of this study consists of consumers of the "Armani" and "Boss" brands in Tehran. Three hundred eighty-five people were selected through a multi-stage cluster sampling design. Therefore, based on the objective, the study is an applied work; based on its content, it is a descriptive-survey work. The results of the AMOS-based statistical analysis showed that the variables of personal factors, fashion innovation, fashion involvement, perceived brand value, fashion lifestyle, and social factors have a positive and significant effect on purchase intention. The results also showed that purchase intention has a positive and significant effect on purchase commitment. Finally, the results indicated that purchase commitment has a positive and significant effect on advocacy intentions. Keywords: Luxury Brand; Purchase Intention; Purchase Commitment; Brand Advocacy.

mbrq.2025.36.02.pdf

mbrq.2025.36.02.xml

Investigating the Intention of Iranian Consumers to Advocate Luxury Brands: Considering the Role of Purchase Intention and Purchase Commitment