EXPLAINING THE EFFECT OF PERSONALITY OF ACTIVE AND RESPONSIBLE BRANDS ON BRAND EXPERIENCE AND COMMUNICATION STRUCTURE (CASE STUDY: USERS OF PRODUCTS SNOWA

Abstract

Purpose - the purpose of this study was to investigate the effect of personality of active brands and responsible brands in relation to brand experience and communication structures (Users of products SNOWA). Method - the method of conducting the present study descriptive and the research design was correlation of the kind of structural equations. The study population of the present study clients of SNOWA appliances in Tehran city of 438 were selected using simple random sampling method and responded to the questionnaires of brand experience [ 1 ] and [ 2 ] and brand personality [ 3 ] and brand personality [ 3 ]. Reliability and validity of tools were investigated using Cronbach’s alpha coefficient, composite reliability and confirmatory factor analysis. The Spss software was used for analysis of data and questionnaire data from the method of structural equation modeling and software of 23 Smartpls and to evaluate the descriptive statistics from the Spss 19 software. Findings - The results showed that brand experience dimensions affect the personality of the responsible brand and the brand personality dimensions are more responsive to satisfaction and brand personality has a positive effect on trust and brand personality dimensions have a positive effect on loyalty.