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Impact of brand personality traits on customer’s brand commitment (case study: NIVEA hygienic products)

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  • Ali Alikhani
  • Pooria Mokhtarian

Abstract

Present research studies the impact of brand personality traits on customer commitment to the Brand as one of customer behaviour indicators by measuring variables like sincerity, excitement, sophistication, peacefulness, and competence. Tehran hygienic products customers of NIVEA (at least 1–3 years consumption) is the statistical population of this research and due to the unspecific volume of the statistical population the sampling was determined by Cochran Formula (n-384). In this vein, the random cluster sampling method has been used and research data has been collected with designed standard and structured questionnaire. To accomplish this; a conceptual framework is developed and evaluated as follow: For data analysis on inferential level structural equation modelling has been used. The type of research is practical, data type is quantitative, data collection type is descriptive and in terms of determining the relationship between variables is correlation. The result demonstrates a significant relationship between brand personality and Brand commitment, due to the direct positive relationship among sincerity, excitement, sophistication, peacefulness, Competence variables and Brand commitment.

Suggested Citation

  • Ali Alikhani & Pooria Mokhtarian, 2021. "Impact of brand personality traits on customer’s brand commitment (case study: NIVEA hygienic products)," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(4), pages 543-562, October.
    • Handle: RePEc:taf:jgsmks:v:31:y:2021:i:4:p:543-562
    DOI: 10.1080/21639159.2020.1808808
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    Cited by:

    1. Neda Letukytė & Sigitas Urbonavičius, 2022. "Impact of the Congruence Between Brand Personality and Consumer Personality on Emotional Loyalty: What Makes Apple and Samsung Different," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 59-77.

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