The Effect of Brand personality on Customer’s Intention for RePurchasing Nokia Products

Brands can acquire human- like personalities-what is certain is that all brands have got personalities. An appropriate brand personality can encourage a person toward making a deep relationship with the brand. It is believed that brand personality is the closet variable and the main element in customer’s decision- making. A superior brand is unintentionally perceived as better product quality by the customer.The purpose of the present research is analyzing therole of brand personality on customers’ intention for repurchase. The research method based on the purpose is functional. The data collection procedure is descriptive - survey which analyses the ideas related to consumers of Nokia products. The instrument used in thisresearch includes a 48 item questionnaire which analyses the model. The components in the questionnaire which analyses the model. The components in the questionnaire are designed based on 5-point Likert -type scale (1 most unlikely; 5 most likely). The statistical sample include Nokia customers in the west part of mazandaran province. 211 questionnaires were distributed and collected. The proposed model was tested using analysis basic Equation modeling. The collected data was analyzed using the statistical method of structural equations in LISREL software area. The results indicate that there is a positive relationship among all the variables except and all of hypothesis are supported.

کلیدواژه ها:

Brand personality ، trust ، commitment ، Repurchase Intention