Analyzing the Effect of Consumers Perception of Brand Personality on Purchase Intention (Case study: Maz Maz Company)

Analyzing the Effect of Consumers Perception of Personality on Purchase Intention (Case study: Maz Maz Company) Kamran Kalantari 1, Farzaneh Khalili 2 1, 2 Department of Humanities, Abhar Branch, Islamic Azad University, Zanjan, Iran Abstract s that are considered as companies intangible assets have an important role in companies development and profitability processes. Now, brand differentiation process is considered as an important strategy in unfair competitions of markets. Therefore, an efficient practical solution can be used to distinguish one brand from other brands using personality brand. Considering the difficulties in the process of identifying the role of Maz Maz Company s trade mark (brand), the recent research analyzes the effect of consumers perception of brand personality on purchase intention focusing on some basic factors such as awareness, loyalty, preference, recommendation, and purchase intention. The researchers have used structural modeling to report the results. This descriptive research has used a causal-comparative method. Furthermore, library and field research methods and a questionnaire have been used to gather data. All the consumers of Maz Maz Company in Tehran (2015) are considered as the research participants. The statistical sample has been analyzed using Cochran s formula. The recent research has used Cronbach's alpha and content-related validity to identify the validity of the questionnaire. Also, both SPSS and AMOS software programs have been used in data analysis process. According to the fact that all the hypotheses are acceptable using correlation test and structural modeling, it is not logical to reject the main hypothesis. In other words, consumers perception of brand personality has a positive and significant effect on purchase intention. Keywords: advisor, attitudinal loyalty, awareness, brand personality, preference, purchase intention. http://www.ijhcs.com/index.php/ijhcs/index Page 161

1. Introduction Over the past two decades, the development of new products has been considered as a common marketing strategy for many companies. Therefore, the most important thing in brand positioning process is analyzing the specific features of brands. As it was mentioned in the previous section, s that are considered as companies intangible assets have an important role in companies development and profitability processes. Considering the remarkable number of brands, if we use the general form of brand positioning process, the goods will be lost in the crowd. On the other hand, if we consider a distinct personality for brands, they will never lose their value for customers. This item helps consumers to identify the main features of brand personality. ing and brand management are considered as new aspects of marketing in Iran. They are used by consumers and producers in a remarkable manner. The owner of each brand spends a remarkable amount of money on his/her brand s development process. However, due to the lack of strategic planning for brands in a long period of time, new competitors are replaced in a simple manner. Therefore, all companies attempt to find a novel method for brand positioning process. Maz Maz Company is one of the most famous organizations of nutrition industry. This company has been established several years ago. The recent research analyzes the advantages of brand positioning in Iran to find the truth in relation to the role of brands in food marketing. Since none of the current research studies have analyzed the relationship among customers perceptions of brand personality, brand awareness, loyalty, recommendation, and purchase intention, the recent research aims at analyzing the effect of consumers perception of brand personality on purchase intention. Considering the important role of advisable behavior in encouraging consumers to increase their awareness, it is necessary to analyze all the abovementioned factors. In this research, the researchers have presented and analyzed new models for brand positioning. The results of this research can be generalized to other brands. In fact, brand personality can increase customers loyalty and satisfaction. 2. Theoretical Basis and Research Background Nowadays, brand differentiation process is considered as an important strategy in unfair competitions of markets. The practical solution for brand differentiation emphasizes on using brand personality. Jennifer Aaker (1997) has used brand personality scale focusing on honesty, excitement, seduction, and strength factors (Thomas, 2008). A brand can be considered as a name, sign, icon or plan or a combination of them. It plays an important role in identifying the productions, purchasing, and selling services of one seller also distinguishing his/her products from other sellers services (Ulrich, 2007). In 1980, companies began using and developing their brands. As a result, most of the researchers and experts were attracted to do research regarding the role of brands in marketing (Chernatony, 1999). Customers perspectives regarding a specific brand, identifies the value of that brand (Wood, 2008). According to animism theory, brands may also have their own features (Plummer, 1984). Therefore, a consumer can identify the role of a brand in relation to the function of that brand, his/her personality, and the quality of brands (Louis et al., 2010). According to Ferrandi & Valette Florence (2005), brand personality focuses on personality traits. It analyzes the role and personality of an individual in connection with the http://www.ijhcs.com/index.php/ijhcs/index Page 162

main features of a brand (Louis et al., 2010). Personality brand analysis helps different companies to reach to an ideal economic condition (Park, 2005). Aaker (1997) has considered brand awareness as one of the most important parts of brand analysis process. In other words, a well-defined brand personality can always lead to the development of brand preference (Kim et al., 2011). Some researchers (Coleman et al., 1996; Arndt, 1967; Angle et al., 1969) have analyzed the effect of oral sayings based on regional sales assessments (Mizzen, 2007). Also, marketing activities that are performed by different organizations has an important role in this process (Loo, 2012). This part of the recent research analyzes all the previous investigations regarding the effect of consumers perception of brand personality on purchase intention. Alireza Motameni et al (2010) have analyzed the effect of brand personality on customer loyalty. The results of this research indicated that brand personality affects customer loyalty in a positive and significant manner. Kheiri et al (2011) have identified the effect of brand loyalty and change on consumers purchase rate. According to the results, these factors have a significant impact on consumers purchase intention. Somayeh Nasr et al (1990) have done a research regarding the drivers of customers brand choice using factor analysis. The results indicated that different factors can affect customers brand choice in a significant manner. Kim et al (2011) have investigated the effects of customers perception of brand personality focusing on seasonal restaurants. The results of the recent research indicated that perceived brand personality has a positive impact on both brand preference and loyalty variables. Also, brand preference has a positive effect on attitudinal loyalty and word-of-mouth marketing. Furthermore, considering Olive Garden & Chileez s investigation (2011), there is a direct and significant relationship between brand preference and word-of-mouth marketing. Nguyen (2011) has investigated the function of brand loyalty in market formation process. According to the results, the relationship between brand awareness and brand loyalty was merely identified in Vietnam s market. Also, the relationship between advertisement and perceived quality was investigated in Thailand s market. The results showed that there was no significant relationship between distribution and perceived quality factors in both markets. Usakli & Baloglu (2010) have analyzed the role of both brand personality and customers intentions in marketing. The results indicated that customers relate brand personality to particular objectives. These researchers used Las Vegas five-dimension scale to analyze the mentioned factors including excitement, seduction, qualification, and honesty which motivate customers to advise others. In his research, Parker (2009) distinguished brand personality from brand image and consumers perception of brands. The results indicated that comparative analysis helps researchers to explain the function of these factors in a more efficient manner. For private brands, brand personality s congruence led to retrogression in a remarkable manner. However, it is not possible to justify these differences regarding private brands. 3. Method The recent research analyzes the causal relationship among different variables. Therefore, it can be considered as a descriptive research. According to the fact that the effect of these variables has been identified using structural formula, this research has used a causal-comparative research method. Data have been gathered in two different ways including library and field research http://www.ijhcs.com/index.php/ijhcs/index Page 163

methods. All the consumers of Maz Maz Company in Tehran (2015) are considered as the research study s participants. The statistical sample has been estimated using Cochran s formula. The recent research has used Cronbach's alpha and content-related validity to identify the validity of the questionnaire. The research study s questionnaire consists of two parts. First part includes the questions that are consistent with the personal specifications of participants (demographic variables) such as age, gender, educational level, and income. Second part consists of a 5 point Likert scale (strongly agree, agree, neither agree or disagree, disagree, strongly disagree) (Index 1). Note that 475 copies of the questionnaire were distributed among consumers from which 385 questionnaires were returned (return rate 81%) and used in analysis process. The recent research has used Cronbach s alpha to analyze the validity of the questionnaire. The results indicate that this coefficient is more than 70%. Therefore, the questionnaire is valid and the results are acceptable. Content-related validity has been used in this research. Also, both SPSS and AMOS software programs have been used in data analysis process. Considering this investigation, the perspectives of 60 experts who work in this company were analyzed and after this analysis (Among 60 participants, 54 participants have accepted the validity of this questionnaire), the CVR was estimated (about 80%). According to the main hypothesis of this research, there is a positive and significant relationship between the personality brand of Maz Maz Company and purchase intention. We have analyzed the other hypotheses in order to test the validity of the main hypothesis: 1) Consumers perception of brand personality has a significant and positive effect on brand awareness. 2) Consumers perception of brand awareness has a significant and positive effect on brand preference. 3) Consumers perception of brand awareness has a significant and positive effect on brand loyalty. 4) preference has a significant and positive effect on loyalty factor. 5) preference has a positive and significant effect on advisable behavior. 6) loyalty affects advisable behavior in a significant manner. 7) loyalty has a positive and significant effect on purchase intention. 8) Advisable behavior has a positive and significant effect on purchase intention. According to these hypotheses, the conceptual model of the recent research has been indicated in figure 1. http://www.ijhcs.com/index.php/ijhcs/index Page 164

loyalty Purchase intention Personality Awareness preference Advisable behavior Fig1. The Conceptual model (Dohi et al., 2011; Nguyen, 2011) 4. Results 4.1 Descriptive statistics According to the results, among 384 participants, 95 individuals are 20 and less than 20 years old, 116 are 20-30 years old, 102 are 30-40, and 71 participants are more than 40 years old. Considering the statistical sample, 175 members are female and 209 are male. 28% of the participants have diploma and high-school diploma, 25% percent have associate s degree, 29% bachelor's degree & 18% have master s degree. 4.2 Inferential Statistics 4.2.1 Kolmogorov Smirnov Test Before testing the hypotheses, the most important thing is analyzing the process of data normalization using Kolmogorov Smirnov test to be able to select the best statistic. http://www.ijhcs.com/index.php/ijhcs/index Page 165

Variables Table1. The results of Kolmogorov Smirnov test Kolmogorov Smirnov Asymp. Sig. test (2-tailed) Results personality 1.386 0.073 Normal awareness 1.301 0.068 Normal Loyalty 1.699 0.076 Normal Preference 1.179 0.118 Normal Purchase intention 1.186 0.128 Normal Recommendation (advisable behavior) 1.179 0.124 Normal According to the results of table (1), the t-statistic of Kolmogorov Smirnov test is between +1.96 and -1.96 also the significance level is more than 0.05. As a result, the normal distribution of data is acceptable. 4.2.2 Confirmatory Factor Analysis (CFA) This research has used confirmatory factor analysis to identify the effect of each variable based on the research questions and hypotheses. Table (2) indicates the results of this analysis. Table2. The results of confirmatory factor analysis Scale item awareness loyalty X1 0.418 X2 0.507 X3 0.451 X4 0.821 X5 0.708 X6 0.672 X7 0.739 X8 0.798 preference Advisable behavior Purchase intention Personality http://www.ijhcs.com/index.php/ijhcs/index Page 166

X9 0. 628 X10 0.865 X11 0.592 X12 0.719 X13 0.498 X14 0.452 X15 0.521 X16 0.561 X17 0.652 X18 0.609 X19 0.472 X20 0.571 X21 0.689 X22 0.797 According to the results of CFA (table 2), all the factor loadings are significant at the 0.01 level. Also, the goodness of fit indices including Chi square, RMSEA, NFI, CFI, and GFI are 2.42, 0.061, 0.94, 0.96, and 0.93, respectively. These values indicate the efficiency of CFA. 4.2.3 Pearson correlation test This part of the recent research analyzes the relationship among the mentioned variables to test the research hypotheses. The results have been indicated in table (3). Table3. The results of Pearson correlation test (p<0.01) No. Variable 1 2 3 4 5 6 1 Personality 1 ----- ------ ------ ---- ---- awareness 2 0.61** 1 ------ ------ ---- ---- Loyalty 3 0.44** 0.38** 1 ------ ---- ---- Preference 4 0.57** 0.30** 0.63** 1 ---- ---- 5 Purchase intention 0.48** 0.54** 0.29** 0.24** 1 ---- 6 Recommendation (advisable behavior) 0.32** 0.43** 0.46** 0.37** 0.32** 1 http://www.ijhcs.com/index.php/ijhcs/index Page 167

According to the estimated coefficients (99% significance level), there is a significant relationship among all the variables because the significance level is less than 0.05 for all the correlation coefficients. 4.2.4 The function of Structural Modeling in hypothesis testing When the data of the sample group is converted to correlation matrix or covariance and analyzed based on a series of regression equations, the research model can be used in fitting analysis (using one of the several available computer programs) in order to assess the goodness of fit index in the statistical population from which the sample was selected (Hooman, 2009). Both structural and Coefficient- based models have been indicated in table (2). We will analyze the efficiency of these models and testing hypothesis process in the following sections. Fig2. The graphic output of the standard model After modeling and identifying its parameters, the first basic research question is formed regarding the efficiency of the abovementioned model. Different variables including Chi Square, RMSEA, NFI, CFI, and GFI are used to analyze the function of research variables. 5. Hypothesis testing analysis Table4. The results of hypothesis testing analysis Standard estimation Significance level (T) C.R Standard Error Value 0.668 *** 8.520 0.148 1.261 0.567 *** 12.288 0.097 1.192 Independent variable Personality Awareness correlation Dependent variable Awareness Preference http://www.ijhcs.com/index.php/ijhcs/index Page 168

0.593 *** 9.990 0.111 1.109 0.473 *** 7.225 0.151 1.091 0.334 *** 9.461 0.104 0.984 0.729 *** 14.604 0.091 1.329 Awareness Loyalty Preference Loyalty Loyalty Recommendation Preference Preference Purchase 0.708 *** 8.793 0.160 1.407 Recommendation intention Purchase 0.381 *** 10.333 0.102 1.054 loyalty intention 5.1 First Hypothesis Consumers perception of brand personality has a significant and positive effect on brand awareness. The results of Pearson correlation analysis confirmed the relationship between consumers perception of brand personality and brand awareness. Also according to the results of path coefficient and critical value (C.R) in Table 4, the consumers perception of brand personality variable has a positive and significant effect on brand awareness factor (at the 0.01 level). This statistic and its effectiveness is about 1.26 and the standard value is about 0.67. Also according to the critical value (8.52), H 1 (main hypothesis) is acceptable out of the range of -1.96 and +1.96. 5.2 Second Hypothesis Consumers perception of brand personality has a significant and positive effect on brand preference. The results of Pearson correlation analysis confirmed the relationship between consumers perception of brand personality and brand preference. Considering the results of path coefficient and critical value (C.R) in Table (4), the consumers perception of brand personality variable has a positive and significant effect on brand preference factor (at the 0.01 level). This statistic and effectiveness is about 1.19 and the standard value is about 0.57. Also according to the critical value (12.28), H1 (main hypothesis) is acceptable out of the range of -1.96 and +1.96. 5.3 Third Hypothesis Consumers perception of brand personality has a significant and positive effect on brand loyalty. The results of Pearson correlation analysis confirmed the relationship between consumers perception of brand personality and brand loyalty. According to the results of path coefficient and the critical value (C.R) in Table (4), the consumers perception of brand personality has a positive and significant effect on brand loyalty factor (at the 0.01 level). This statistic and effectiveness is about 1.09 and the standard value is about 0.47. Also according to the critical value (7.22), H1 (main hypothesis) is acceptable out of the range of -1.96 and +1.96. 5.4 Fourth Hypothesis preference has a positive and significant effect on brand loyalty. The results of Pearson correlation analysis confirmed the relationship between brand preference and brand loyalty. According to the results of path coefficient and the critical value (C.R) in Table (4), brand preference variable has a positive and significant effect on brand loyalty factor (at the 0.01 level). This statistic and effectiveness is about 1.09 and the standard value is about 0.47. Also http://www.ijhcs.com/index.php/ijhcs/index Page 169

according to the critical value (7.22), H1 (main hypothesis) is acceptable out of the range of -1.96 and +1.96. 5.5 Fifth Hypothesis preference affects advisable behavior in a positive and significant manner. The results of Pearson correlation analysis confirmed the relationship between brand preference and advisable behavior. According to the results of path coefficient and the critical value (C.R) in Table (4), brand preference has a positive and significant effect on advisable behavior (at the 0.01 level). This statistic and effectiveness is about 1.33 and the standard value is about 0.73. Also according to the critical value (14.60), H1 (main hypothesis) is acceptable out of the range of -1.96 and +1.96. 5.6 Sixth Hypothesis loyalty affects advisable behavior in a positive and significant manner. The results of Pearson correlation analysis confirmed the relationship between brand loyalty and advisable behavior variables. Considering the results of path coefficient and the critical value (C.R) in Table (4), brand loyalty has a positive and significant effect on advisable behavior (at the 0.01 level). This statistic and effectiveness is about 1.98 and the standard value is about 0.33. Also according to the critical value (9.46), H1 (main hypothesis) is acceptable out of the range of -1.96 and +1.96. 5.7 Seventh Hypothesis loyalty affects purchase intention in appositive and significant manner. The results of Pearson correlation analysis confirmed the relationship between brand loyalty and purchase intention variables. Considering the results of path coefficient and the critical value (C.R) in Table (4), brand loyalty has a positive and significant effect on purchase intention factor (at the 0.01 level). This statistic and effectiveness is about 1.05 and the standard value is about 0.38. Also according to the critical value (10.33), H1 (main hypothesis) is acceptable out of the range of -1.96 and +1.96. 5.8 Eighth Hypothesis There is a positive and significant relationship between advisable behavior and purchase intention variables. The results of Pearson correlation analysis confirmed the relationship between the advisable behavior and purchase intention. According to the results of path coefficient and the critical value (C.R) in Table (4), advisable behavior has a positive and significant effect on purchase intention (at the 0.01 level). This statistic and effectiveness is about 1.41 and the standard value is about 0.71. Also according to the critical value (8.79), H1 (main hypothesis) is acceptable out of the range of - 1.96 and +1.96. 5.9 Main Hypothesis Consumers perception of brand personality affects purchase intention in a positive and significant manner. Considering the fact that all the above mentioned hypotheses are acceptable using correlation test and structural modeling, there is no logical reason to reject the main hypothesis (H 1 ). It can be said that consumers perception of brand personality affects purchase intention in a significant manner. http://www.ijhcs.com/index.php/ijhcs/index Page 170

6. Discussion and Conclusion The recent research analyzes the effect of consumers perception of brand personality on purchase intention. The main focus of this research is on awareness, loyalty, preference, recommendation, and purchase intention variables. The following section has been allocated to the summary of the results: 1. The most important thing in the process of forming long-term relations with customers is controlling their perceptions of brands. Studies indicated that consumers personalities affect their purchase intention. Therefore, all the brands should be advertised in an efficient manner. In other words, it should be possible to distinguish brands consumers from ordinary consumers. Also, manufacturers can use brand communities to distinguish their customers from other customers. Considering the special attention of managers toward customers community, most of the members of this community believe that they have a lot in common so they should purchase those products that are consistent with their needs. 2. personality analysis can lead to brand awareness. Therefore, the allocation of a specific identity and personality to a brand is efficient and increases brand awareness. Considering the main objective of brand personality in controlling the relations of customers and forming long-term relations with them, developing and protecting brands personalities are effective. Therefore, it is necessary to use appropriate advertising strategies for customers to form an efficient brand personality. 3. awareness is one of the main factors of products development and promotion because it not only introduces a product in an efficient manner but also plays an important role in sticking a brand s name in consumers mind. Also, the maximum geographical coverage promotes the function of distribution systems that have an important role in increasing the awareness of consumers from different brands. 4. According to the results, brand preference plays an important role in marketing. Therefore, brands managers use efficient strategies to help consumers find a positive attitude toward different brands. 5. The results of the recent research indicated that brand loyalty affects consumers perception of brands in an efficient manner. As customers loyalty increases, marketing costs decreases. loyalty increases the number of consumers and helps manufactures to use marketing strategies in an appropriate manner. The results indicated that word-of-mouth marketing increases consumers purchase intention. It is recommended that brands managers use strategies that are efficient in increasing loyalty (customer-value based), promoting the function and quality of customers community and services, issuing loyalty cards, and increasing the number of celebrations and ceremonies in order to respect customers and develop this organizational culture. 6. According to the effect of advisable behavior on purchase intention, companies attempt to increase and promote word-of-mouth marketing (recommendation). In fact, the main objective of each company is satisfying customers through fulfilling their needs to share their experiences with their families, friends, and their societies. http://www.ijhcs.com/index.php/ijhcs/index Page 171

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