Design and presentation of brand personality marketing model to enhance customer loyalty
Subject Areas : business management
reza begmoradi
1
,
Alireza Rousta
2
,
Esfandiar Doshmanziyari
3
1 - Department of Business Management, Kish International Branch, Islamic Azad University, Kish, Iran.
2 - Department of Business Management, Shahr-e-qods Branch, Islamic Azad University, Tehran, Iran
3 - Department of Management, ISlamshahr Branch, Islamic Azad University, ISlamshahr, Iran.
Keywords: Marketing, Brand Personality, customer loyalty, home appliance industry,
Abstract :
In this study, branding personality marketing was designed and presented for increase customer loyalty. The research method is applied and explanatory approach; therefore, it was done in two phases, qualitative and quantitative. The information was collected in the qualitative phase through interviews with 16 managers and experts in the homeappliance industry, by the snowball sampling method. Also, in the quantitative section, the required data were collected by distributing a researcher-made questionnaire among 80 customers of homeappliances on Kish. In order to design and implement the explained model, the technique of modeling structural equations with pls software was used to test the qualitative model. The results showed, mixed marketing elements and Brand management affects brand personality, but customer attitudes do not affect brand personality. Brand personality affects the brand position stabilization, but it does not affect the decision to buy. The functional characteristics of the brand affect the decision to buy, but it does not affect the brand position stabilization. Environmental factors affect brand position stabilization but do not affect to buying decision. Brand experience does not affect brand position stabilization, but it does affect purchasing decisions. Also, stabilizing the brand position stabilization and purchasing decision does not affect brand loyalty.
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