Effects of Brand Personality on Attitudinal and Behavioral Loyalty of Costumers of the Bank of Industry and Mine Branches in Tehran

Abstract

One of the most important factors in the formation of customers’ loyalty to an organization’s products and services or its brand in general is the image of the brand personality in the minds of the customers. Therefore, to develop their position in the market, it is necessary that companies assess their brand personality in the minds of their customers and find its effects on customers’ loyalty. Accordingly, the present study aims to investigate the effects of brand personality on attitudinal and behavioral loyalty of the customers of the Bank of Industry and Mine branches in Tehran.The population of this study was all the customers of the Bank of Industry and Mine in Tehran. Out of the whole population, 150 customers were selected based on the simple random sampling method. Data collection was done through a questionnaire and data analysis was performed using the SPSS software. The Pearson correlation analyses results indicated significant relationships between the four brand personality dimensions of responsibility, agility and activity, emotionality and courage and customers’ attitudinal and behavioral loyalty. However, no significant relationship was observed between brand simplicity and customers’ attitudinal and behavioral loyalty.

Keywords brand personality, customers’ behavioral loyalty, customers’ attitudinal loyalty