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The effect of brand personality on trust, attachment and commitment in Irtoya brand
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Mani Shojaie *    , Hamidreza Saeednia , Zahra Alipour darvish |
| 3Department of Management, Islamic Azad University, North Tehran Branch , mani.shojaie@gmail.com |
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Abstract: (2505 Views) |
Brand personality has always been considered by researchers as an important factor in branding
studies. Therefore, the present study has been conducted to evaluate the effect of brand
personality on factors related to the brand-customer relationship (brand commitment, attachment
and trust). The research model is based on the data collected from 400 questionnaires that have
been distributed and collected among the costumers of Irtoya brand - Toyota representative in
Iran - in Tehran by sampling method. Its validity been confirmed by various methods including
factor validity, content validity, and face validity, and its reliability by Cronbach's alpha method,
test-retest, and split half method. It has been tested based on structural equation modeling (SEM).
The results of this study show that brand personality affects brand trust and attachment directly
and affects loyalty indirectly. Also, the results show that brand attachment and brand trust
directly affect brand loyalty. However, in this study, the effect of brand trust on brand
commitment, as well as the effect of brand commitment on brand loyalty, was not confirmed. The
factors studied in this study are known as the main factors of customer relationship with the
brand, so if marketers need to create this relationship, it is better to use these factors in a great
way
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| Keywords: brand personality, brand loyalty, branding factors, structural equation modeling |
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Full-Text [PDF 567 kb]
(8739 Downloads)
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Type of Study: Original |
Subject:
Mathematical Modeling and Applications of OR
Received: 2020/01/23 | Accepted: 2020/06/12 | Published: 2020/06/12
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