Surveying the relationship between brand equity and brand-customer personality congruency
Assigning human`s personality features to brands is one of the main subjects that has been focused by researchers in latest decades. On the other hand, congruency of brand personality with customers` personality is a concept that could affect brand equity. So in order to explore this relationship, t...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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University of Isfahan
2013-03-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-330-1&slc_lang=en&sid=1 |
| _version_ | 1827844208465018880 |
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| author | Shahriar Azizi Shahram Jamali Morteza Rezaie |
| author_facet | Shahriar Azizi Shahram Jamali Morteza Rezaie |
| author_sort | Shahriar Azizi |
| collection | DOAJ |
| description | Assigning human`s personality features to brands is one of the main subjects that has been focused by researchers in latest decades. On the other hand, congruency of brand personality with customers` personality is a concept that could affect brand equity. So in order to explore this relationship, this research has tested a model in Shahrvand Chain Stores of Tehran. Sample of 185 customers of this store has been selected and finally with return rate of 90%, 163 usable questionnaires have been returned. Partial Least Square method using SMART PLS software V 1.5 showed that brand-customer personality congruency has significant and positive relationship with brand trust (t=2.214, = β0.205) and brand identification (t= 1.944, = β0.179 with sig< 0.10), also brand identification has positive relationship on brand loyalty (t=5.371, = β0.467) and brand trust has positive effect on brand loyalty (t=3.741, = β0.346) and brand equity (t=2.583, =β0.267), and finally brand loyalty has positive effect on brand equity (t=5.039, =β0.559). In the other hand, the results revealed that brand-customer personality congruency has no direct effect on brand loyalty. Also brand identification do not directly affects brand equity. |
| first_indexed | 2024-03-12T08:38:17Z |
| format | Article |
| id | doaj.art-f2330cb19d0d4f49981f5ee7537ae608 |
| institution | Directory Open Access Journal |
| issn | 2228-7744 |
| language | fas |
| last_indexed | 2024-03-12T08:38:17Z |
| publishDate | 2013-03-01 |
| publisher | University of Isfahan |
| record_format | Article |
| series | تحقیقات بازار یابی نوین |
| spelling | doaj.art-f2330cb19d0d4f49981f5ee7537ae6082023-09-02T17:06:32ZfasUniversity of Isfahanتحقیقات بازار یابی نوین2228-77442013-03-01246381Surveying the relationship between brand equity and brand-customer personality congruencyShahriar Azizi0Shahram Jamali1Morteza Rezaie2 Shahid Beheshti University Shahid Beheshti University Shahid Beheshti University Assigning human`s personality features to brands is one of the main subjects that has been focused by researchers in latest decades. On the other hand, congruency of brand personality with customers` personality is a concept that could affect brand equity. So in order to explore this relationship, this research has tested a model in Shahrvand Chain Stores of Tehran. Sample of 185 customers of this store has been selected and finally with return rate of 90%, 163 usable questionnaires have been returned. Partial Least Square method using SMART PLS software V 1.5 showed that brand-customer personality congruency has significant and positive relationship with brand trust (t=2.214, = β0.205) and brand identification (t= 1.944, = β0.179 with sig< 0.10), also brand identification has positive relationship on brand loyalty (t=5.371, = β0.467) and brand trust has positive effect on brand loyalty (t=3.741, = β0.346) and brand equity (t=2.583, =β0.267), and finally brand loyalty has positive effect on brand equity (t=5.039, =β0.559). In the other hand, the results revealed that brand-customer personality congruency has no direct effect on brand loyalty. Also brand identification do not directly affects brand equity.http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-330-1&slc_lang=en&sid=1brand personality brand-customer personality congruency brand identification brand loyalty brand trust brand equity. |
| spellingShingle | Shahriar Azizi Shahram Jamali Morteza Rezaie Surveying the relationship between brand equity and brand-customer personality congruency تحقیقات بازار یابی نوین brand personality brand-customer personality congruency brand identification brand loyalty brand trust brand equity. |
| title | Surveying the relationship between brand equity and brand-customer personality congruency |
| title_full | Surveying the relationship between brand equity and brand-customer personality congruency |
| title_fullStr | Surveying the relationship between brand equity and brand-customer personality congruency |
| title_full_unstemmed | Surveying the relationship between brand equity and brand-customer personality congruency |
| title_short | Surveying the relationship between brand equity and brand-customer personality congruency |
| title_sort | surveying the relationship between brand equity and brand customer personality congruency |
| topic | brand personality brand-customer personality congruency brand identification brand loyalty brand trust brand equity. |
| url | http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-330-1&slc_lang=en&sid=1 |
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