EFFECT OF BRAND PERSONALITY ON CUSTOMER LOYALTY

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MOTAMENI ALIREZA; MORADI HADI; HEMMATI AMIN

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: business managment perspective Year:2011 | Volume:10 | Issue:4 (37) Page(s): 89-105

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Information Journal Paper

Title

EFFECT OF BRAND PERSONALITY ON CUSTOMER LOYALTY

Author(s)

MOTAMENI ALIREZA | MORADI HADI | HEMMATI AMIN | Issue Writer Certificate

Keywords

BRAND PERSONALITYQ2

TRUSTQ2

LOYALTYQ2

SATISFACTIONQ2

PERCEIVED VALUEQ2

Abstract

The Importance of brand and its impact on sales of products and services is growing increasingly. On the other hand, awareness of BRAND PERSONALITY and its dimensions also are important for all institutions. Therefore the present study identifies the BRAND PERSONALITY dimensions by considering the impact of BRAND PERSONALITY on SATISFACTION, value perception, and TRUST and brand LOYALTY.212 questionnaires from IRANCELL customers were gathered. For analyzing the data, factor analysis with structural equation modeling (SEM) were conducted. Results indicate four factors for IRANCELL BRAND PERSONALITY. Results also show a significant and positive effect of BRAND PERSONALITY on SATISFACTION and PERCEIVED VALUE and a significant and positive effect of SATISFACTION on TRUST and LOYALTY, and finally indicate positive effect of PERCEIVED VALUE on SATISFACTION and customer LOYALTY. Since the communication has vital role in creating and maintaining BRAND PERSONALITY, therefore service institutions should, create and maintain its appropriate BRAND PERSONALITY by focusing on communication and access to the effective public relations.

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APA: Copy

MOTAMENI, ALIREZA, MORADI, HADI, & HEMMATI, AMIN. (2011). EFFECT OF BRAND PERSONALITY ON CUSTOMER LOYALTY. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), 10(4 (37)), 89-105. SID. https://sid.ir/paper/115480/en

Vancouver: Copy

MOTAMENI ALIREZA, MORADI HADI, HEMMATI AMIN. EFFECT OF BRAND PERSONALITY ON CUSTOMER LOYALTY. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)[Internet]. 2011;10(4 (37)):89-105. Available from: https://sid.ir/paper/115480/en

IEEE: Copy

ALIREZA MOTAMENI, HADI MORADI, and AMIN HEMMATI, “EFFECT OF BRAND PERSONALITY ON CUSTOMER LOYALTY,” JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), vol. 10, no. 4 (37), pp. 89–105, 2011, [Online]. Available: https://sid.ir/paper/115480/en

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