The effect of brand personality on trust, attachment and commitment in Irtoya brand

Brand personality has always been considered by researchers as an important factor in branding studies. Therefore, the present study has been conducted to evaluate the effect of brand personality on factors related to the brand-customer relationship (brand commitment, attachment and trust). The research model is based on the data collected from 400 questionnaires that have been distributed and collected among the costumers of Irtoya brand - Toyota representative in Iran - in Tehran by sampling method. Its validity been confirmed by various methods including factor validity, content validity, and face validity, and its reliability by Cronbach's alpha method, test-retest, and split half method. It has been tested based on structural equation modeling (SEM). The results of this study show that brand personality affects brand trust and attachment directly and affects loyalty indirectly. Also, the results show that brand attachment and brand trust directly affect brand loyalty. However, in this study, the effect of brand trust on brand commitment, as well as the effect of brand commitment on brand loyalty, was not confirmed. The factors studied in this study are known as the main factors of customer relationship with the brand, so if marketers need to create this relationship, it is better to use these factors in a great way.