The Effect of Insurer Personality Characteristics on Brand Personality and Brand Loyalty (Case Study: Iranian Insurance Companies in Langrood County)

The aim of this research is answer the key question of what is the extent to prediction of customer loyalty to a brand toward effectiveness model of the big five personalities and also brand personality perceived. Statistical society of the present research is the customers of Iran insurance companies of Guilan Province. 377 questionnaires in sample taking mode were distributed. It is worth noting that the hypothesis testing of research is taken utilizing the partial least square (PLS) as well as exploiting of statistical analysis software. The results indicate the meaningful impact of every five dimensions of customer`s personality specifications (flexibility, conscientiousness, extroversion and agreeableness, neurotic) on one of dimensions per ceiled for the brand minimally (charming, competency and anxiety) and therefore each one of dimensions perceived for the brand has also meaningful impact on brand loyalty.