The effect of brand personality on the repurchase intention of the customers of luxury restaurants in Isfahan considering brand equity

سال انتشار: 1397
محل انتشار: دومین کنفرانس بین المللی یافته های نوین در حسابداری، مدیریت، اقتصاد و بانکداری
کد COI اختصاصی: EEMCO02_084
زبان مقاله: انگلیسی
تعداد مشاهده: 629

نویسندگان

Assistant Professor, Faculty of Management, Sheikh Bahaee University, Isfahan, Iran

Assistant professor, Department of management, Faculty of administrative sciences and economics, University of Isfahan, Isfahan, Iran

Shima Sharifi

MBA, Sheikh Bahaee University

چکیده

The wealth of many businesses is their brand and all brands have personality. A strong brand helps companies differentiate themselves and explain why their products or services are capable of meeting the needs of customers. In this research, the effect of the dimensions and consequences of brand personality on the repurchase intention of the customers of Isfahan luxury restaurant with regard to the role of brand equity was investigated in the survey data from 200 customers using a questionnaire. The reliability was evaluated 0.943. In this research, a main hypothesis and four sub-hypotheses were considered and evaluated by SEM technique, using PLS. The results showed that there was a positive relationship between the brand personality dimensions and brand equity, as well as between the brand personality dimensions and the brand personality consequences. Additionally, brand equity could have an impact on the brand personality consequences and these, in turn, influence the repurchase intention.

کلیدواژه ها

brand personality, brand equity, repurchase intention, Brand loyalty, Perceived Value.

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COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.

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