aMBA, Phd Candidate, Islamic Azad University, Science and Research Branch of Kohgiluyeh and Boyer-ahmad, Department of Management, Yasouj, Iran
bDepartment of Management, University of Isfahan, Iran
cDepartment of Management, Kohgiloyeh and Boyer Ahmad Branch, Islamic Azad University, Yasouj, Iran
Online published on 6 August, 2014.
Today brand loyalty has become a focal point of interest for marketing researchers and practitioners. In this research, the relationship between brand personality, Perceived service quality and brand loyalty is investigated. The aim of the research is to examine the effect of brand personality on brand loyalty among customers of mellat bank in iran. The research method is a descriptive survey. The statistical population consists of Customers the of mellat bank isfahan in iran. The sample included 310 customers, which were selected randomly. Data have been collected by a researcher-developed questionnaire and sampling has been done through census and analyzed using SPSS and PLS. The validity of the instrument was achieved through content validity and the reliability through Cronbach Alpha and composite reliability. The results of hypothesis testing indicate that there is a significant relationship between brand personality and Perceived service quality and brand loyalty. In an service companies can increase brand loyalty by improving the Perceived service quality and brand personality.
Brand Personality, service quality brand loyalty
