Iranian journal of management sciences

Iranian journal of management sciences

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

Authors
Hossein Rezaii DolatAbadi
Javad Khazaii Pool
Mojtaba Amani
Abstract
Abstract






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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.
Keywords
brand personality
Brand loyalty
brand affect
brand trust and brand preference