Investigating the Effect of Brand Personality on Customer Loyalty, Desire to Purchase and Tendency to Oral Advertising (Case Study of Iran Khodro Agencies of Shiraz City)

This study aims to investigate the influence of brand personality dimensions on customer loyalty, word of mouth, intention to to purchase among the customers of authorized agencies of Iran Khodro in Shiraz. The research method in terms of purpose is applied research and in terms of collecting and conducting information is field. The statistical population of this study is all customers of Iran Khodro agencies in Shiraz in the year of 1397 and by using random sampling through Morgan table, 384 people were selected as statistical sample. The research instruments are standard questionnaires for brand personality, brand loyalty, intention to repurchase, and word of mouth which were collected through five-point Likert scale. In this study, after collecting information the data are analyzed in two parts of descriptive statistics and inferential statistics. Structural equation modeling as inferential statistics is used through Smart PLS software. The results showe that the brand personality has a positive and significant influence on customer loyalty, the intention to purchase, and the intention to word of mouth. Moreover, the highest value is belonged to the competence influence on word of mouth and the lowest value is belonged to the strength influence on the intention to purchase.