Survey relationship between brand personality and customers loyalty in Mobile phone products

Shahrzad Houshmandynia¹ Dr. SadaghianiFar² Dr. Afsaneh Zamani Moghadam³

1) Graduate DBA, Mahan Business School, Member of the Young Researchers and Elite Club,
2) The owner of the institute, Ben Sina, professor of the Mahan Business School,
3) faculty member of Azad University, professor at Mahan Business School,

IOI Code : XBZD-CHEEK
Publication : 2nd International Conference on Modern Development in Management, Economics and Accounting (2imea.com)
Abstract :
    Brand s importance and its impact on corporate sales have been growing increasingly and awareness of brand personality and its dimensions is crucial for companies, because it has some influences on customer s satisfaction, perception of value and loyalty. This study has an applied aim and follows a descriptive method and its purpose is to identify the relationship between brand personality and customer loyalty in appliance stores of Sanandaj. This designed research model is based on Aaker s brand personality (1997) and Mandhachitra and Yuluthung model (2011). Content validity and structure of research questionnaires are measured by experts opinions, exploratory factor analysis methods and KMO index and to assess the reliability of questionnaires Cranach s alpha coefficient was used. In order to analyze data derived from questionnaires, proportional to statistical needs Statistical Package for the Social Sciences software (SPSS), Excel, and linear Structural Software in terms of description of research data, description of the main variables of research, analysis of research data and confirmatory factor analysis are used. Results of data analysis have shown confirmation of all hypotheses and significance of all existent factors in the conceptual model. In other words, there is a significant relationship between the studied brands personality and customers loyalty to these brands.

Keywords : brand brand personality customer loyalty mobile phone products