[Home ] [Archive]    
:: Main :: About :: Current Issue :: Archive :: Search :: Submit :: Registration ::
Main Menu
Home::
Journal Information::
Articles archive::
Submission Instruction::
Registration::
Submit article::
Site Facilities::
Contact us::
::
Google Scholar

Citation Indices from GS

AllSince 2019
Citations86123636
h-index127
i10-index136

Search in website

Advanced Search
Receive site information
Enter your Email in the following box to receive the site news and information.
:: Search published articles ::
Showing 1 results for Alipour darvish

Mani Shojaie, Dr. Hamidreza Saeednia, Dr. Zahra Alipour Darvish,
Volume 11, Issue 1 (9-2020)
Abstract

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

 

Page 1 from 1     

مجله انجمن ایرانی تحقیق در عملیات Iranian Journal of Operations Research
Persian site map - English site map - Created in 0.05 seconds with 27 queries by YEKTAWEB 4645