Journal of Marketing Management

Brand Heritage and Word of Mouth: The Mediating Role of Brand Personality, Product Involvement and Customer Satisfaction
Mohsen Akbari, Kambiz Salehi, Masoud Samadi

Abstract
The present study aims to review the effect of brand heritage on its personality. According to Aker (1996) the personalities of the brand are considered as honesty, excitement, efficiency, expertise, and power. The present study has been performed via descriptive-survey method and the population consists of university students who use Adidas brand. 400 questionnaires were distributed among them through stratified random sampling and finally 384 questionnaires were taken back and evaluated. To analyze the data SPSS and Amos software, structural equation modeling was applied. The results show that brand personality has an impact on word of mouth communications in Adidas brand. Also brand personality impacts the customer satisfaction. Honesty and efficiency which are counted as brand personality aspects are influential in customer satisfaction but excitement, expertise and power did not have any effect on it in Adidas brand.

Full Text: PDF     DOI: 10.15640/jmm.v3n1a8