Examining the Effect of Brand Personality, Brand Trust, Brand Interest and Brand Experience on Customer Brand Loyalty

Abstract

These days, in business, many young and old brands try to gain and retain their customers in competetive markets. In today's competitive environment, companies for achieving competitive advantages and survival in a turbulent environment, they should pay attention to their brand situation in the market. The objective of this study is to explore relation and effect of brand personality, brand interest, brand trust and brand experience on brand loyalty. Data analysis has been done by the SPSS software. In this research, researcher has used non-probability random sampling, the gathering data tool of this research was the questionnaire. The questionnaire included close-ended questions based on Likert scale with 5 sets of 20 questions. The reliability and validity of the questionnaire showed that the questionnaire has acceptable reliability and validity. From 420 questionnaires,407 of them were valid. Data analysis has been done on two levels of descriptive and inferential analysis. The participants were citizens of shiraz who buy cosmetic products. The results of this research that brand personality, brand interest, brand trust and brand experience on brand loyalty have significant impact on brand loyalty. Prioritization of these factors is as follows: brand experience, brand personality, brand trust and brand interest.

DOI: 10.7176/IKM/14-2-01

Publication date:March 31^st 2024