ABSTRACT

Present research studies the impact of brand personality traits on customer commitment to the Brand as one of customer behaviour indicators by measuring variables like sincerity, excitement, sophistication, peacefulness, and competence. Tehran hygienic products customers of NIVEA (at least 1–3 years consumption) is the statistical population of this research and due to the unspecific volume of the statistical population the sampling was determined by Cochran Formula (n-384). In this vein, the random cluster sampling method has been used and research data has been collected with designed standard and structured questionnaire. To accomplish this; a conceptual framework is developed and evaluated as follow: For data analysis on inferential level structural equation modelling has been used. The type of research is practical, data type is quantitative, data collection type is descriptive and in terms of determining the relationship between variables is correlation. The result demonstrates a significant relationship between brand personality and Brand commitment, due to the direct positive relationship among sincerity, excitement, sophistication, peacefulness, Competence variables and Brand commitment.

摘要

目前的研究通过衡量真诚、兴奋、成熟、平静和能力等变量来研究品牌个性特征对客户对品牌承诺的影响，作为客户行为指标之一。NIVEA 的德黑兰卫生产品客户（至少消费 1-3 年）是本研究的统计人群，由于统计人群的非特定体积，抽样由 Cochran 公式 (n-384) 确定。在这方面，我们使用了随机整群抽样方法，并通过设计的标准和结构化问卷收集了研究数据。为了实现这一点；一个概念框架被开发和评估如下： 对于推理级结构方程模型的数据分析已被使用。研究类型是实用的，数据类型是定量的，数据收集类型是描述性的，在确定变量之间的关系方面是相关性。结果表明品牌个性和品牌承诺之间存在显着关系，因为真诚、兴奋、成熟、平静、能力变量和品牌承诺之间存在直接的正相关关系。