Investigating the Effect of Brand Personality on Customer Satisfaction: Evidence from Iran

Vahid Reza Mirabi, Masoud Lajevardi and Seyyedeh Sahar Mousavi
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Vahid Reza Mirabi: Associate Professor, Department of business Management, tehran central Branch, Islamic Azad University, tehran, Iran
Masoud Lajevardi: PHD student in marketing management, Department of Management, ShahmirzadBranch, Islamic Azad University, Shahmirzad, Iran
Seyyedeh Sahar Mousavi: PHD student in marketing management, Department of Management, ShahmirzadBranch, Islamic Azad University, Shahmirzad, Iran

Business, Management and Economics Research, 2016, vol. 2, issue 8, 146-154

Abstract: One of the main topics in marketing area is customer satisfaction. The literature is full of research in this regard and this term is highly cited in marketing research articles related to consumer behavior. Brand personality is a new term in comparison to customer satisfaction. Despite customer satisfaction which has been in place for more than a decade, brand personality has just been introduced and hence there is a dearth of research in literature for this term. Therefore, the aim of this study is to see what the effect of brand personality on customer satisfaction is. Since one important variable which is highly effective is demographic variables, in this study we will see the effect of this variable as a moderator on the relation between customer satisfaction and brand personality. Results showed that brand personality has a direct effect on customer satisfaction and demographic variable has moderator effect on the relationship between brand personality and customer satisfaction.

Keywords: Brand personality; Customer satisfaction; Demographic characteristics. (search for similar items in EconPapers)
Date: 2016
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