Vahdati, Hojjat and Mousavi Nejad, Seyed Hadi
(2016)
Brand Personality Toward Customer
Purchase Intention: The Intermediate Role Of
Electronic Word-Of-Mouth And Brand Equity.
Asian Academy of Management Journal (AAMJ), 21 (2).
pp. 1-26.
ISSN 1394-2603
Abstract
Organizations like banks with the ability to develop an understanding of and capability in
predicting customer's behaviour are organisations that have an edge over their competitors
in the marketplace. One way of how organization's competitive advantage can be achieved
is when they can determine their customer's purchase intention of products. This study
attempts to investigate if brand personality, e-WOM and brand equity are determining
factors that influence bank's customers purchase intention which can lead to their purchase
decision later. Here, Mellat Bank in Iran is used as a case study and the bank's customers
participated as respondents in a survey. The study tested seven hypotheses using structural
equation modeling techniques. The fndings show that brand personality, e-WOM and
brand equity have positive and signifcant effects on customer's purchase intentions.
The results also reveal that these factors have positive internal effects on each other. In
addition, e-WOM and brand equity show positive mediator roles.
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