reza begmoradi

In this research, the brand personality marketing model has been presented in order to increase customer loyalty in tourism destinations. The research method is applied and in terms of approach, he is exploratory-explanatory and the research method is mixed (qualitative-quantitative). The statistical population in the qualitative part includes experts and experts in urban management and tourism and in the quantitative part includes domestic tourists entering Kish Island in the summer of 1399; From the first group, 13 samples were selected by targeted snowball method and from the second group, 85 samples were selected by simple random method. In this research, for data analysis in the qualitative part, Grounded theory was used and in the quantitative part, structural equation modeling was used. Findings based on the data theory of the foundation in the qualitative section showed that marketing factors through 5 elements of service / product, price, advertising, promotion and location and management factors through 3 components of effective leadership, human resource management and tourism policies create brand personality in Kish Island; And the personality of the created brand also creates urban branding. Also, infrastructure such as accommodation-health services, transportation and food (restaurants) as background conditions and environmental capabilities such as political and security, economic and socio-cultural factors as interfering factors affect urban branding in Kish Island and finally It causes loyalty to the brand, which will be beneficial for both tourists and Kish Island. Quantitative findings also confirm the findings of the qualitative section; As the results of structural equation modeling showed, at 95% confidence level of marketing and management on brand personality; Brand personality, environmental factors and infrastructure on urban branding; And urban branding affects brand loyalty.

In this study, branding personality marketing was designed and presented for increase customer loyalty. The research method is applied and explanatory approach; therefore, it was done in two phases, qualitative and quantitative. The information was collected in the qualitative phase through interviews with 16 managers and experts in the homeappliance industry, by the snowball sampling method. Also, in the quantitative section, the required data were collected by distributing a researcher-made questionnaire among 80 customers of homeappliances on Kish. In order to design and implement the explained model, the technique of modeling structural equations with pls software was used to test the qualitative model. The results showed, mixed marketing elements and Brand management affects brand personality, but customer attitudes do not affect brand personality. Brand personality affects the brand position stabilization, but it does not affect the decision to buy. The functional characteristics of the brand affect the decision to buy, but it does not affect the brand position stabilization. Environmental factors affect brand position stabilization but do not affect to buying decision. Brand experience does not affect brand position stabilization, but it does affect purchasing decisions. Also, stabilizing the brand position stabilization and purchasing decision does not affect brand loyalty.