Study the Role of Customer-Based Brand Equity in the Brand Personality Effect on Purchase Intention

Abstract

In the Brand literature, few studies especially in Iran investigated the brand functions and business success. Hence, this study aims to provide the desirable model to creation and developing a deeper insight into the role of brand equity in the relationship between brand personality and customers purchase intention. The study statistical population consists of the whole Mellat Bank customers in Qazvin province, which used a questionnaire to collect data from them. In addition to, four hypotheses were announced and tested using structural equation modeling techniques. Research findings show the significant and positive effects of the brand personality on brand equity and purchase intention. Likewise, the results revealed that brand equity has a positive influence on customers' purchase intention and has a positive mediator role for the other two variables. According to the results of study, it is recommended to organizations and those marketing managers to take action to create a positive brand personality until make differentiation in customers minds compared to other brands and enhance brand equity and achieved to the comprehensive understanding of consumer behavior. This study to focuses on the new approach of brands role in the customer purchase process and represent of desirable model in order to customer intention survey can have a major contribution in applications marketing management.

Brand Personality Toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity

“…This means that brand equity has a positive mediating role which can improve the brand personality effect on the customers purchase intention. This result is in parallel with the findings of Hakkak et al (2015) study. Therefore, developing a positive brand personality based on the customer's minds can increase the customers' intention to use the brand and finally achieve a strong predictor of customer's behaviour.…”

“…Some studies confirm the positive effect of brand personality on the brand equity (Stephanie, Aaron, Lay Peng & Jayne, 2011;Gonçalves Santos, 2013;Hakkak et al, 2015). Stephanie et al (2011) in a study entitled "The Effect of Brand Personality and Congruity on Customer-based Brand Equity and Loyalty of Personal Computer Brands", confirmed the effect of brand personality on brand equity and showed that the emotional dimensions and competence in the brands of personal computers are very important.…”

“…This theory assumes an individual's intention to perform a behaviour as a function of 1. his or her attitude towards that behaviour in a special situation; 2. the norms governing the behaviour in such situation and the motivation to follow these norms (subjective norms). Since TRA is very instrumental and practical where the individual is personally responsible for his or her purchase intentions (Hakkak, Vahdati, & Mousavi Nejad, 2015), it seems that it is a suitable framework to study the customers' purchase intentions in the bank.…”

“…Moreover, Gonçalves Santos (2013) in his study entitled "Axe's Brand Personality and Equity, consumers' perspectives on the brand's personality and equity" showed that the characteristics of the brand personality have significant effects on customer-based brand equity, so that the dimensions of excitement, competence and sophistication have significant and positive correlation with the dimensions of perceived quality and brand awareness, and in the meantime, customer loyalty has a negative correlation with the dimensions of excitement and sophistication. Moreover, recent research from Hakkak et al (2015) about using structural equation modelling techniques shown that customer's intention to use bank services is affected by the brand personality, whereas brand equity can increase this effect by having a positive mediating role. Therefore, such literature reflects this fact that organizations are aware of the importance of relations between brand personality and creating the brand equity and strongly apply it in their brand management strategies.…”

When the Ecofeminists Decide Product to Use: A Simple Analysis on Cloth Diapers Users

“…This theory assumes an individual motive to perform behavior as a function of the attitude towards behavior in a certain situation; the norm that ruled behavior in a certain situation and motivation to follow these norms (subjective norm). TRA is very instrumental and practical where an individual personally responsible for purchasing motive [12] [13].…”