The Effect of Brand Personality and Brand Image on Word of Mouth

Subject Areas : Jounal of Marketing Management

Marjan Daneshian ¹ ,  Shahnaz Nayebzadeh  ² , Mahmoud Moien Addin ³ , Akram Eghbali ⁴

1 - Graduate student of business management, Yazd unit, Islamic Azad University, Yazd, Iran
2 - Assistant Professor, Department of Business Administration, Yazd Branch, Islamic Azad University, Yazd, Iran
3 - Assistant Professor, Department of Accounting, Yazd Branch, Islamic Azad University, Yazd, Iran
4 - Master of Business Administration, Yazd Branch, Islamic Azad University, Yazd, Iran

Received: 2014-09-11 Accepted : 2019-01-13 Published : 2016-11-21

Keywords: Brand usage imagery congruity, Brand personality congruity, Brand user imagery congruity, Brand attitude, Word of Mouth, Brand Loyalty, Brand Love,

Abstract :

Brand interest is an important concept in brand-customer relationships, and brand managers are trying to create popular brands, but this concept has been less focused on marketing research; the impact of brand image and brand on brand interest has been limited in empirical research. The purpose of this study was to investigate the effect of the three concepts of brand personality consistency, brand image consistency and image consistency of brand use on brand interest, brand loyalty, attitude toward brand, and, finally, the effect of these three variables on oral advertising has been done. Data were collected through a questionnaire and data analysis was performed using the LISREL software and the structural equation technique. In this research, a sample of 200 car owners from Hyundai brand in Yazd city has been selected. This study provides evidence that the three self-concept concepts can create a completely different brand image in the minds of the consumer, which subsequently influences the attitude, interest, and brand loyalty of the brand. The findings show that brand identity and image consistency are more powerful predictors of brand interest, brand loyalty, brand attitude and oral advertising than consumer brand image consistency. The results of this research recommend marketing managers to pay particular attention to brand personality and image as intangible features and product simplicity benefits. It is suggested that future researches of various statistical societies, brands and different classes of products be examined.