The effect of brand personality on share of wallet with role of relationship constructs in retail chain industry

The increasing importance of customers has led to increasing attention to the related concept. One of the most important of these concepts is the customers purchase share. The purpose of this study is to investigate the effect of brand personality on customers' share of wallet with the role of relationship constructs in the retail chain industry. This study is applied in terms of purpose and is descriptive-correlation in terms of method. The population consisted of customers of Refah chain stores in Tehran city. The number of 384 people was selected as a sample assuming the unlimited population, and questionnaire was distributed among them. In this study, data collection tool was a standard questionnaire with a range of five-option Likert scale. Its validity and reliability were confirmed by content validity and confirmatory factor analysis and Cronbach's alpha test, respectively. The data Analyzed by PLS software indicated that active and responsive brand personality has a positive effect on customers satisfaction and loyalty. Also, the results represented that customers satisfaction and loyalty influenced their share of Wallet. But, the moderating role of customers’ age was not confirmed. One of the most important suggestions in this study is paying attention to brand nostalgia and age of brand and, another one is creating new and innovative product sections to evoke a responsible and active personality.