Author/Authors :
Nili، Majid نويسنده Assistant Professor, Department of Management, Islamic Azad University, Najaf Abad Branch, Isfahan, Iran. , , navabakhsh، mehrzad نويسنده Assistant Professor, Department of Management, Islamic Azad University, Najaf Abad Branch, Isfahan, Iran. , , Khosropour، Amir نويسنده M. A. student, industrial management, production trends, Islamic Azad University, Najaf Abad Branch, Isfahan, Iran. ,
Abstract :
The Importance of brand and its impact on sales of products and services is growing increasingly. On the other hand, awareness of brand personality and its dimensions also are important for all institutions. The main purpose of this study is to identify the dimensions of brand personality in service institutions and its direct and indirect impact on customer loyalty and satisfaction. To achieve this goal; mobile communications services in Iran were studied. The conceptual framework of this study was designed based on the literature and as a result the variables were: trust; perceived value, satisfaction and loyalty. The data were collected through administration of questionnaire to MTN users in Tehran, and the structural equation modeling (SEM) was used for data analysis. Four dimensions: excitement, competence, sophistication and sincerity were introduced for brand personality in the service sector. The results also indicate a direct and positive effect of brand personality on trust, perceived value and satisfaction. But a direct and significant impact of trust and perceived value on customer loyalty was not confirmed.
