The effect of brand psychological characteristics on customer delight in the purchase process

Psychology has a special place in marketing studies. Reputation, identity and image of the brand are the main psychological characteristics of brands that have a significant impact on pleasurable shopping and create loyalty and attachment in customers. However, there is a research gap regarding the impact of the important variables of psychological characteristics of brands and customer Delight in the purchase process.

The main purpose of this research was to investigate the effect of the psychological characteristics of the brand on the customer Delight in the purchase process.

Based on the purpose, this research is an applied research and based on the nature of the method, it is descriptive-survey. The statistical population of this research included customers of chain stores in Ilam province in 1400. For sample selection, 384 people were selected using the table of Karjisi and Morgan (1970) and based on the simple random sampling method. The tool of this research is a standard questionnaire in the field of research variables. Francioni et al.'s questionnaire (2021) was used to measure the brand's psychological characteristics variable, and Azouji and Azadenia's questionnaire (2016) was used to measure the customer Delight variable. The content validity of the questionnaires was confirmed by expert professors, and their reliability was confirmed using Cronbach's alpha coefficient. Structural equations and Lisrel software were also used for data analysis.

The results showed that the psychological characteristics of the brand have a significant effect on the customer Delight when shopping, at a significance level of 95%. Brand reputation, brand identity, and brand image have a significant effect on customer Delight when shopping at a significance level of 95%.

When shopping, customers pay attention to the psychological characteristics of brands, and if they have a proper understanding of these characteristics, their level of satisfaction with the purchase increases, and they become excited and happy. By planning and strengthening their psychological characteristics, brands affect customer satisfaction and increase the probability of repeat purchases and increase the volume of customers' purchases.