Investigating the effect of personality and brand trust on brand love

Many companies adopt one of their basic marketing strategies to attract customers and seek to attract the attention and opinion of their customers. One way to achieve this goal is to differentiate through the brand, and for this reason, the importance of the brand and its impact on the sales of institutions is increasingly expanding. This research is applied in terms of purpose, quantitative in terms of data and descriptive-survey in terms of methodology. The statistical population in this study is the customers of Jean West clothing in Isfahan. Data were collected using a researcher-made questionnaire whose validity and reliability were confirmed (Cronbach's alpha 0.81). The present study was conducted using a quantitative method using a questionnaire distributed among 382 Jean West clothing customers and the data were analyzed using the partial least squares method of the PLS-SEM structural equation model. The results showed that brand personality and brand trust have a direct and positive effect on brand love. Brand love also has a direct and positive effect on customer loyalty to the brand and word of mouth. Therefore, marketing managers are advised to pay special attention to increasing brand loyalty and word-of-mouth advertising by strengthening the factors affecting brand love, while creating and strengthening it.