EXPLAINING THE EFFECT OF PERSONALITY OF ACTIVE AND RESPONSIBLE BRANDS ON BRAND EXPERIENCE AND COMMUNICATION STRUCTURE – A CASE STUDY: USERS OF SNOWA PRODUCTS

Farimah Jafarli, Firouzeh Hajialiakbari

Abstract


Purpose: the purpose of this study was to investigate the effect of personality of active brands and responsible brands on brand experience and communication structures (users of products SNOWA). Method: The present descriptive study was conducted through a correlational design from the kind of structural equations. The study population was the clients of SNOWA appliances in Tehran city. A total of 438 people was selected using simple random sampling method and responded to the questionnaires of brand experience [1] and [2], brand personality [3], and brand personality [3]. Reliability and validity of the tools were investigated using Cronbach’s alpha coefficient, composite reliability, and confirmatory factor analysis. Data were analyzed by SPSS 23 software. The questionnaire data were assessed by the method of structural equation modeling with SmartPLS 23 software. The descriptive statistics were evaluated by SPSS 19 software. Findings: The results showed that brand experience dimensions affect the personality of the responsible brand. The brand personality dimensions are more responsive to satisfaction. Brand personality has a positive effect on trust. And brand personality dimensions have a positive effect on loyalty.

 

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brand experience, brand personality, satisfaction, trust, brand loyalty

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