Investigating the effect of brand gender on brand loyalty with emphasis on the mediating role of brand love and perceived brand quality in Pak Choub Industrial Group

Brand gender refers to personality traits related to masculinity and femininity, which includes two independent and universal dimensions: male brand personality traits and female brand personality traits. In this research, the effect of brand gender on loyalty with the mediating role of brand love and understanding of brand quality in Pak Choub Industrial Group was investigated. The statistical population is the customers of Pak Choub Industrial Group, which due to the unknown number, the statistical sample was selected using the Morgan table of 384 people and using the available non-probability sampling method. The questionnaire of Carvalho et al. (2020) was used to measure the variables. Data analysis was done using Amos software and structural equation modeling method. The results showed that brand gender has a positive and significant effect on brand love, perceived quality and loyalty. Also, cooperation has a positive and significant effect on brand love and perceived quality, and brand love and perceived quality also mediated the relationship between brand gender and brand loyalty