The Impact of Brand Personality on Brand Image and Customer Loyalty in Insurance Industry

Nowadays companies are looking for keeping their customers. An important factor in developing brand loyalty is the brand image which is made by brand personality in customers’ minds.
This thesis is trying to determine the relationship between brand personality and customer loyalty while the brand image is the mediator. By studying research literature, brand personality dimensions including five dimensions: ruggedness, sophistication, competence, excitement and sincerity were extracted and loyalty was analyzed in two dimensions including affective and action type. The method of data collection was classified as descriptive-survey. The population of this research is all purchaser of Karafarin Insurance in Tehran. The required sample size was 197 individuals and the Kaiser-Meyer-Olkin has been used to measure the adequacy of sampling. The data were collected through questionnaires and analyzed by structural equation modeling (SEM). The results revealed that the greatest impact on Brand image was related to competence amongst all aspects of the brand personality and also brand image has influenced affective loyalty more than action loyalty. The role of brand image as a mediator variable has been approved. The results of this research play influential role in making decision of marketing executives and explaining the importance of the brand personality.