The current research investigated and identified factors affecting customer loyalty to Sony and Sanam brands, and also evaluated the level of loyalty to Sony and Sanam brands. The statistical population included customers of Sony and Sanam brand audio-visual devices in Tehran, among which 268 questionnaires were distributed to Sanam consumers and 300 questionnaires were distributed to Sony consumers using a stratified and accessible method. The research method in this research is exploratory, field, applied, and descriptive, the sampling method is accessible and stratified, and the statistical population is unlimited. After collecting data and analyzing them using factor analysis in the SPSS environment, factors such as the country-of-origin image, brand switching cost, product quality, word-of-mouth advertising, brand communication, dependence on reference groups, variety of models, brand awareness, hedonic utility, matching brand personality with consumer personality, product performance, advertising, distribution channel, brand trust, price, seller behavior, and brand reputation were identified. Then, using multivariable regression and data analysis in SPSS showed a significant relationship between the factors affecting customer loyalty and Sanam brand loyalty. In addition, the results of data analysis showed a significant relationship between the factors affecting customer loyalty and Sony brand loyalty, but on the contrary, there was no significant relationship between brand switching cost, hedonic utility, advertising, distribution channel, and brand reputation with Sony brand loyalty.
