Impact of Brand Personality on Three Major Relational.pdfVIP

World Applied Sciences Journal 28 (11): 1633-1640, 2013 ISSN 1818-4952 © IDOSI Publications, 2013 DOI: 10.5829/idosi.wasj.2013.28.11.1528 Impact of Brand Personality on Three Major Relational Consequences (Trust, Attachment and Commitment to the Brand): Case Study of Nestle Nutrition Company in Tehran, Iran 1 2 Ali Sorayaei and Marjan Hasanzadeh 1Faculty, Islamic Azad University of Babol, Iran 2Business Management, Islamic Azad University of Babol, Iran Abstract: This research was conducted to determine and study impact of brand personality on relational consequences (trust, attachment and commitment) and implemented by a survey-descriptive method providing conclusion about role of brand on consumer’s behavior. Six hypotheses were codified and produced for test based on the consequences of brand personality after providing general framework of the study. A questionnaire comprising of some 23 questions was designed and distributed over statistical population of the research including 150 consumers of products with Nestle brand. Collected data were analyzed using SPSS and LISREL (technique of structural equations) softwares, Friedman test and by modeling structural equations. All hypotheses were confirmed except the path from attachment to commitment. The obtained and analyzed results were provided. Key words: Brand personality Trust Attachment Commitment Nestle Nutrition Company INTRODUCTION The most significant and exclusive properties of the brand