Investigating the effect of congruity between personality of brand and consumer on satisfaction and trust in luxurious restaurants, Tehran

This research aimed to investigate the effect of extent of congruity between brand and consumer personality on customer trust and satisfaction. The statistical population consisted of consumers in Tehran’s luxurious restaurants, 418 of which were considered as the sample selected through cluster sampling. In this research, statistical inferential methods and structural equations modeling test were used to analyze the relationships. For quantitative analysis of data, LISREL software was employed. The results obtained from the research indicate that congruity between brand and consumer personality has a positive effect on post-purchase behaviors of customers including satisfaction and trust. The greater this congruity, the more satisfaction and trust to the brand will grow. Finally, some suggestions were presented based on the obtained results.

کلیدواژه ها:

brand personality ، brand personality and consumer congruity ، restaurant ، trust ، satisfaction