Relationship between Brand Personality, Attitude and Commitment to Brand Name (Case study: Dairy Industry of Iran)

Abstract

The present study was conducted with the aim of exploring the relationship of brand personality with attitude and commitment to brand name in Dairy Industry of Iran. For this purpose, 385 consumers of Dairy Industry of Iran were selected by using simple random sampling method and completed the questionnaire adopted from Ambroise et al. (2005). In the end, data collected from research questionnaires were analyzed by two variable linear regression test and regression. The results indicate that brand personality has a significant relationship with attitude toward brand name in dairy industry of Iran. Brand personality has a significant relationship with commitment to brand name in diary industry of Iran. Attitude to brand name has a significant relationship with commitment to brand name in Dairy Industry of Iran. Level of attachment has an effective role in the relationship between brand personality with attitude toward brand name in Dairy Industry of Iran. Finally, level of attachment has an effective role on the relationship of brand personality with commitment to brand name in Dairy Industry of Iran.