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Sustaining brand loyalty is a key challenge in increasingly competitive markets. Many marketing researchers as well as practitioners emphasize the critical role of the interpersonal interaction between the customer and the salesperson in influencing customer satisfaction, generating favourable brand attitudes and strengthening the bond between the customers and the brand. Using data from 154 dyads of customers and samsong TV in Tehran, this study shows the perceptions of both the customer and the salesperson, brand communication, brand trust, regarding the impact of sales encounter performance on satisfaction. Sales encounter satisfaction, in turn, leads to brand loyalty by enhancing brand attitude and salesperson loyalty. 

brand loyalty, brand attitude, sales encounter, sales encounter satisfaction, salesperson loyalty.