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

Ali Alikhani and Pooria Mokhtarian

Journal of Global Scholars of Marketing Science, 2021, vol. 31, issue 4, 543-562

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.

Date: 2021
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DOI: 10.1080/21639159.2020.1808808

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