Investigation The Effect of Brand Personality on Customers’ Personality on IRAN KHODRO Company

The Importance of brand and its impact on sales of products and services is growing increasingly. The various studies have shown that these days consumers choose brands which have high similarity with their personality. The brand personality is an amazing topic in the field of marketing and some researchers state that as a core center in the process of human purchase. Therefore the present study identifies the brand personality dimensions on the automobile industry by considering the impact of brand personality on manufacturer reputation, distinction, and customers’ personality. 389 questionnaires from Iran Khodro customers from two cities of Semnan and Tehran were gathered. For analyzing the data, factor analysis (confirmatory and exploratory) with structural equation modeling (SEM) were conducted. Results indicated a significant and positive effect of brand personality on manufacturer reputation, distinction, and customers’ personality. The other results showed the positive and significant effect of manufacturer reputation on customer personality. Since the communication has vital role in creating and maintaining brand personality, therefore service institutions should, create and maintain its appropriate brand personality by focusing on communication and access to the effective public relations.