Impact of Brand Personality on Brand Loyalty with Investigating the Mediator Role of Brand Affect, Brand Trust and Brand Preference: Case Study Iran Khodro Company

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Brand is a powerful tool for achieving organizational goals and has been introduced as an instrument that creates multiple challenges for organizations.The aim of this study is to investigate the effect of brand personality on brand loyalty through mediating variables of brand trust, brand affect and brand performance. A questionnaire was distributed among 214 consumers of Iran khodro in the capital city of Isfahan province. The results of the study confirm the effect of brand personality on brand loyalty, however, the mediating variables of brand trust, brand preference and brand loyalty play an important role in this relationship.

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Iranian journal of management sciences
Volume 8, Issue 29 - Serial Number 29
September 2013
Pages 59-72

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