Brand-Customer Personality Congruency in a Chain Store

In recent years the role of chain stores in distribution systems of Iran has been paid more attention. Managers of these stores are seeking to reinforce their customers` brand loyalty. This research investigated the effects of brand identification and brand-customer personality congruency on brand loyalty in Shahrvand chain store as a conceptual model. The Sample of 167 customers in Tehran by convenience sampling was selected. Tested hypothesis by way of Partial Least Square using PLS Graph software showed that: brand-customer personality congruency has positive effect on brand identification (β=0.411, t= 6.442), brand identification has positive effect on brand loyalty (β=0.665, t=10.987). Results indicated that brand-customer personality congruency has no effect on brand loyalty.