Explain and evaluate the congruence between the brand personality and word of mouth advertising
Abstract
Today, marketing researchers have considered creating a good congruency between clients and Brands personality. Because, it has two of the most important consequences; one, creating a long term relationship and two, word of mouth. Hence, this research has been to explain the relationship of the brand personality congruency and word of mouth with mediating customer-brand relationship in the banking industry. The study sample is including all students at the Shahid Beheshti University. In the sampling, the sample was calculated using Cochran formula, minimum requirement of 385 samples. Then, randomly and easy, 412 questionnaires were collected and; their data was used. In order to analyze Questionnaire data and test hypotheses was performed description test, means comparison and structural equation modeling using Smart-PLS software. The results show that personality congruency has positive and significance effect on customer-brand relationship dimensions (Self-Connection, Partner Quality and Affective Commitment); and relationships have been confirmed. Also, relationship between customer-brand relationship dimensions and word of mouth have been confirmed; and they have positive and significance effect. According to results of total effect, the largest total effect for word of mouth, it belongs to personality congruency (0.705); and this effect is only indirect. After personality congruency, partner quality has more effective on word of mouth (0.367).