THE ROLE OF BRAND PERSONALITY IN STIMULATING MOBILE PURCHASE DECISION, CONSIDERING THE INTERVENTION OF BRAND TRUST AND ADVERTISING CONTENT

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KHANIFAR HOSSEIN; DEHGHAN CHACHKAMI MOHADESEH; SOLTANI MORTEZA

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Journal: New Marketing Research Journal Year:2017 | Volume:7 | Issue:1 (24) Page(s): 153-172

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Title

THE ROLE OF BRAND PERSONALITY IN STIMULATING MOBILE PURCHASE DECISION, CONSIDERING THE INTERVENTION OF BRAND TRUST AND ADVERTISING CONTENT

Author(s)

KHANIFAR HOSSEIN | DEHGHAN CHACHKAMI MOHADESEH | SOLTANI MORTEZA | Issue Writer Certificate

Keywords

BRAND PERSONALITYQ1

BRAND TRUSTQ1

CONSUMERQ2

PURCHASE DECISIONSQ1

ADVERTISING CONTENTQ2

Abstract

BRAND PERSONALITY and BRAND TRUST are considered as the fundamental concepts in the field of CONSUMER relationship with brand. Although researches on different aspects of brand are clearly increased in different fields of marketing within the recent decade, but the impact of BRAND PERSONALITY and BRAND TRUST has been less studied. Since such concepts can play a determining role in CONSUMERs’ intention to buy, the aim of this reserach was to evaluate the impact of favorite BRAND PERSONALITY on purchasigdecision of mobile CONSUMERs with regard to the mediation role of BRAND TRUST and ADVERTISING CONTENT. The BRAND PERSONALITY model sugetsed by Miss Jones et al (2009) was applied in this research in order to determine BRAND PERSONALITY. This research is practical in terms of objective and it is survey- correlational descriptive in terms of data collection method. Statistical population of the ereserach consists of the students of higher education institutions (universities) in Qom. Moreover, sampling was done using cluster sampling method. Furthermore, data were collected and analyzed using questionnaire and factor analysis and structural equation modeling via Amos software, respecively. The results showed that among the five dimensions of BRAND PERSONALITY, three of them including responsibility, dynamism and courage have a significant impact on BRAND TRUST. Also, the three dimensions of responsibility, dynamism and being emotional have effect on ADVERTISING CONTENT which is a mediator variable in this research, while the effect of courage and simplicity were not verified, but the impact of BRAND TRUST and ADVERTISING CONTENT on purchase decision of CONSUMER were confirmed.

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APA: Copy

KHANIFAR, HOSSEIN, DEHGHAN CHACHKAMI, MOHADESEH, & SOLTANI, MORTEZA. (2017). THE ROLE OF BRAND PERSONALITY IN STIMULATING MOBILE PURCHASE DECISION, CONSIDERING THE INTERVENTION OF BRAND TRUST AND ADVERTISING CONTENT. NEW MARKETING RESEARCH JOURNAL, 7(1 (24) ), 153-172. SID. https://sid.ir/paper/194548/en

Vancouver: Copy

KHANIFAR HOSSEIN, DEHGHAN CHACHKAMI MOHADESEH, SOLTANI MORTEZA. THE ROLE OF BRAND PERSONALITY IN STIMULATING MOBILE PURCHASE DECISION, CONSIDERING THE INTERVENTION OF BRAND TRUST AND ADVERTISING CONTENT. NEW MARKETING RESEARCH JOURNAL[Internet]. 2017;7(1 (24) ):153-172. Available from: https://sid.ir/paper/194548/en

IEEE: Copy

HOSSEIN KHANIFAR, MOHADESEH DEHGHAN CHACHKAMI, and MORTEZA SOLTANI, “THE ROLE OF BRAND PERSONALITY IN STIMULATING MOBILE PURCHASE DECISION, CONSIDERING THE INTERVENTION OF BRAND TRUST AND ADVERTISING CONTENT,” NEW MARKETING RESEARCH JOURNAL, vol. 7, no. 1 (24) , pp. 153–172, 2017, [Online]. Available: https://sid.ir/paper/194548/en

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