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Investigating the Effect of Brand Personality on Customer Satisfaction: Evidence from Iran

Author

Listed:
  • Vahid Reza Mirabi

    (Associate Professor, Department of business Management, tehran central Branch, Islamic Azad University, tehran, Iran)

  • Masoud Lajevardi

    (PHD student in marketing management, Department of Management, ShahmirzadBranch, Islamic Azad University, Shahmirzad, Iran)

  • Seyyedeh Sahar Mousavi

    (PHD student in marketing management, Department of Management, ShahmirzadBranch, Islamic Azad University, Shahmirzad, Iran)

Abstract

One of the main topics in marketing area is customer satisfaction. The literature is full of research in this regard and this term is highly cited in marketing research articles related to consumer behavior. Brand personality is a new term in comparison to customer satisfaction. Despite customer satisfaction which has been in place for more than a decade, brand personality has just been introduced and hence there is a dearth of research in literature for this term. Therefore, the aim of this study is to see what the effect of brand personality on customer satisfaction is. Since one important variable which is highly effective is demographic variables, in this study we will see the effect of this variable as a moderator on the relation between customer satisfaction and brand personality. Results showed that brand personality has a direct effect on customer satisfaction and demographic variable has moderator effect on the relationship between brand personality and customer satisfaction.

Suggested Citation

  • Vahid Reza Mirabi & Masoud Lajevardi & Seyyedeh Sahar Mousavi, 2016. "Investigating the Effect of Brand Personality on Customer Satisfaction: Evidence from Iran," Business, Management and Economics Research, Academic Research Publishing Group, vol. 2(8), pages 146-154, 08-2016.
    • Handle: RePEc:arp:bmerar:2016:p:146-154
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