THE EFFECT OF BRAND ANTHROPOMORPHISM ON CUSTOMERS LOYALTY WITH THE MEDIATING ROLE OF BRAND PERSONALITY, CASE STUDY: USERS OF DOMESTIC AUTOMOBILE

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

BAGHBANI GHAYOUR SAYED MORTEZA; ROJUIE MORTEZA; KARIMPOOR AHMAD

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

Journal Paper

Paper Information

Journal: New Marketing Research Journal Year:2018 | Volume:7 | Issue:4 (27) Page(s): 77-94

Download Full-Text

Persian Verion

View:

774

Download:

Cites:

Information Journal Paper

Title

THE EFFECT OF BRAND ANTHROPOMORPHISM ON CUSTOMERS LOYALTY WITH THE MEDIATING ROLE OF BRAND PERSONALITY, CASE STUDY: USERS OF DOMESTIC AUTOMOBILE

Author(s)

BAGHBANI GHAYOUR SAYED MORTEZA | ROJUIE MORTEZA | KARIMPOOR AHMAD | Issue Writer Certificate

Keywords

BRAND ANTHROPOMORPHISMQ1

BRAND PERSONALITYQ1

BRAND LOYALTYQ1

Abstract

Nowadays, the competition in the automobile manufacturing industry has significantly increased through the interance of foreign manufacturers in our domestic market. Hence, automobile manufacturers conduct various programs to increase customers BRAND LOYALTY. One of the effective factors in this context is the notion of BRAND ANTHROPOMORPHISM which has entered into marketing literature in the recent years. The aim of current research is to investigation the effect of BRAND ANTHROPOMORPHISM on BRAND LOYALTY with mediating role of BRAND PERSONALITY. This research is an applied reserach in term of goal and descriptive-correlational in term of data collection. Data gathering was done using Guido and Peluso (2015) BRAND ANTHROPOMORPHISM questionnaire, Aaker (1997) BRAND PERSONALITY questionnaire and Zhang (2008). The sample volume was determined as 384 people according to the uncertainty of the statistical population and the research questionnaire was distributed using multi-stage cluster sampling method among the domestic automobile users in Khorassan Razavi province. Furthermore, validity of the questionnaire was assessed via content and construct validity based on specialists’ opinions and factor analysis respectively, and its reliability was assessed using Cronbach’s Alpha. The research hypotheses were tested using structural equation modeling via Lisrel software. The results showed that BRAND ANTHROPOMORPHISM (Human Body Lineaments, Human Facial Physiognomy and Self-Brand Congruity) impacts on BRAND PERSONALITY, which in turn has a positive effect on BRAND LOYALTY. Also, the mediating role of BRAND PERSONALITY in the effect of BRAND ANTHROPOMORPHISM on BRAND LOYALTY was confirmed.

Cites

No record.

References

No record.

Cite

APA: Copy

BAGHBANI GHAYOUR, SAYED MORTEZA, ROJUIE, MORTEZA, & KARIMPOOR, AHMAD. (2018). THE EFFECT OF BRAND ANTHROPOMORPHISM ON CUSTOMERS LOYALTY WITH THE MEDIATING ROLE OF BRAND PERSONALITY, CASE STUDY: USERS OF DOMESTIC AUTOMOBILE. NEW MARKETING RESEARCH JOURNAL, 7(4 (27) ), 77-94. SID. https://sid.ir/paper/194671/en

Vancouver: Copy

BAGHBANI GHAYOUR SAYED MORTEZA, ROJUIE MORTEZA, KARIMPOOR AHMAD. THE EFFECT OF BRAND ANTHROPOMORPHISM ON CUSTOMERS LOYALTY WITH THE MEDIATING ROLE OF BRAND PERSONALITY, CASE STUDY: USERS OF DOMESTIC AUTOMOBILE. NEW MARKETING RESEARCH JOURNAL[Internet]. 2018;7(4 (27) ):77-94. Available from: https://sid.ir/paper/194671/en

IEEE: Copy

SAYED MORTEZA BAGHBANI GHAYOUR, MORTEZA ROJUIE, and AHMAD KARIMPOOR, “THE EFFECT OF BRAND ANTHROPOMORPHISM ON CUSTOMERS LOYALTY WITH THE MEDIATING ROLE OF BRAND PERSONALITY, CASE STUDY: USERS OF DOMESTIC AUTOMOBILE,” NEW MARKETING RESEARCH JOURNAL, vol. 7, no. 4 (27) , pp. 77–94, 2018, [Online]. Available: https://sid.ir/paper/194671/en

Related Journal Papers