Investigating the Mediating Effect of Brand Involvement in the Impact of Brand Personality on Brand Loyalty

In today's business, brands are considered as a valuable asset for companies so having the loyal customers to the brand is the main goal of many companies. The aim of this study was to investigate the impact of brand personality on brand involvement and brand loyalty. In addition, the role of brand involvement as a mediator in the relationship between the brand personality and loyalty was investigated. Hypotheses were examined by using the structural equation modeling. Survey data collected from mobile customers in Isfahan and cluster method was used for sampling. Total 452 valid questionnaires were used for data analysis. The results of the analysis showed that the brand personality has impact on brand involvement and brand involvement has impact on brand loyalty. Direct impact of brand personality on brand loyalty was rejected. Based on last hypothesis testing, the indirect effect of brand personality on brand loyalty through brand involvement was confirmed.