EVALUATION OF THE IMPACT OF BRAND PERSONALITY ON THE COSTUMER’S ATTITUDINAL AND BEHAVIORAL LOYALTY TI HYPERSTAR BRAND

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.

AZIZI SHAHRIAR; GHANBARZADEH MIYANDEHI REZA; FAKHARMANESH SINA

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

Journal Paper

Paper Information

Journal: Management Research in Iran Year:2013 | Volume:16 | Issue:4 (77) Page(s): 105-123

Download Full-Text

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

Persian Verion

View:

1,884

Download:

Cites:

Information Journal Paper

Title

EVALUATION OF THE IMPACT OF BRAND PERSONALITY ON THE COSTUMER’S ATTITUDINAL AND BEHAVIORAL LOYALTY TI HYPERSTAR BRAND

Author(s)

AZIZI SHAHRIAR | GHANBARZADEH MIYANDEHI REZA | FAKHARMANESH SINA | Issue Writer Certificate

Keywords

BRAND PERSONALITYQ2

ATTITUDINAL LOYALTYQ2

BEHAVIORAL LOYALTYQ2

HYPERSTARQ2

Abstract

The most important factor in brand development and maintenance is creating loyalty in costumer’s views, attitudes and behaviors. In recent years making use of human metaphor and giving personality to the brand in various studies have been used. In this study, HYPERSTAR brand, as one of the biggest private chains has been chosen for evaluating the impact of BRAND PERSONALITY on attitudinal and BEHAVIORAL LOYALTY. Population for this study consists of all the costumers of HYPERSTAR in Tehran. Necessary data was gathered with questionnaires with 23 questions asked from 120 respondents who were chosen by convenience sampling. For testing the model, least partial squares and PLS Graph were used. The results showed that four dimensions of responsibility, activity, emotionality, aggressiveness have impact on ATTITUDINAL LOYALTY, and ATTITUDINAL LOYALTY on behavioral, but brand’s simplicity has no impact on ATTITUDINAL LOYALTY. Furthermore from among the BRAND PERSONALITY dimensions, only activity has impact on BEHAVIORAL LOYALTY. Therefore, it could be concluded that, in the evaluation of the impact of BRAND PERSONALITY on loyalty, it is better that attitudinal and BEHAVIORAL LOYALTY be evaluated separately.

Cites

No record.

References

Cite

APA: Copy

AZIZI, SHAHRIAR, GHANBARZADEH MIYANDEHI, REZA, & FAKHARMANESH, SINA. (2013). EVALUATION OF THE IMPACT OF BRAND PERSONALITY ON THE COSTUMER’S ATTITUDINAL AND BEHAVIORAL LOYALTY TI HYPERSTAR BRAND. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 16(4 (77)), 105-123. SID. https://sid.ir/paper/391443/en

Vancouver: Copy

AZIZI SHAHRIAR, GHANBARZADEH MIYANDEHI REZA, FAKHARMANESH SINA. EVALUATION OF THE IMPACT OF BRAND PERSONALITY ON THE COSTUMER’S ATTITUDINAL AND BEHAVIORAL LOYALTY TI HYPERSTAR BRAND. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2013;16(4 (77)):105-123. Available from: https://sid.ir/paper/391443/en

IEEE: Copy

SHAHRIAR AZIZI, REZA GHANBARZADEH MIYANDEHI, and SINA FAKHARMANESH, “EVALUATION OF THE IMPACT OF BRAND PERSONALITY ON THE COSTUMER’S ATTITUDINAL AND BEHAVIORAL LOYALTY TI HYPERSTAR BRAND,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 16, no. 4 (77), pp. 105–123, 2013, [Online]. Available: https://sid.ir/paper/391443/en

Related Journal Papers