The Effect of Brand Personality Traits on Brand Loyalty with Regard to the Mediating Role of Compatibility and Customer Satisfaction in an Insurance Company

The present study aimed to determine the effect of brand personality traits on brand loyalty with respect to the mediating role of compatibility and customer satisfaction in an insurance company in Gorgan, Iran.

This research is applied in terms of purpose and is conducted as a descriptive survey. The statistical population of the study is consisted of all insurance customers in Gorgan. The sample size was 384 persons according to Krejcie and Morgan table and simple random sampling method was used. Data analysis was performed by structural equation method with LISREL software.

The results showed that brand personality traits affect compatibility. Brand personality traits affect customer satisfaction. Compatibility affects brand loyalty. Customer satisfaction affects brand loyalty. Compatibility affects customer satisfaction. Brand personality traits affect brand loyalty.

Today, companies are looking to retain customers. The image of the brand personality in the minds of customers is one of the prominent structures in the formation of brand loyalty in an organization. According to the results, it can be said that brand personality traits improve brand loyalty through compatibility and customer satisfaction.