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The study impact of consumer personality traits on brand personality and brand loyalty (Case Study: product group of Isfahan Iran Khodro)

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  • Hassan Ghorbani
  • Seyede Maryam Mousavi

Abstract

Considering the important role that personality traits and brand identity is playing in gaining advantage for companies against the competitors, these seem to be more important when customers be loyal to the brand. The purpose of this paper is to determine the relationship between personality traits of customers and personality and brand loyalty. The model of this research is presented based on Yalin model and in this research using 30- questions questionnaire, a sample of 150 customers of Iran khodro industrial group who selected randomly, were evaluated. Main idea of this paper is whether there is relationship between personality traits and personality? Whether there is relationship between brand identity and brand loyalty? This paper is application research and is from descriptive- measurement type of field branch. Content justifiability of the questionnaire was confirmed by the expert panel. Questionnaire validity based on the initial sample was = ?.077 and the model was tested by LISREL software. The results indicate that there is a positive and direct relationship between extroversion and excitement, conscientiousness and excitement, conscientiousness and competence, excitement and loyalty, competence and loyalty, sincerity and loyalty and ruggedness and loyalty and other hypotheses were rejected.

Suggested Citation

  • Hassan Ghorbani & Seyede Maryam Mousavi, 2014. "The study impact of consumer personality traits on brand personality and brand loyalty (Case Study: product group of Isfahan Iran Khodro)," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(1), pages 371-385, January.
    • Handle: RePEc:hur:ijarbs:v:4:y:2014:i:1:p:371-385
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    References listed on IDEAS

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    1. Chen, Ching-Fu & Chang, Yu-Ying, 2008. "Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs," Journal of Air Transport Management, Elsevier, vol. 14(1), pages 40-42.
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