An Analysis of Effect of Brand Personality on Store Loyalty in Iran’s Food Industry

In recent years, marketing research has paid considerable attention to the symbolic meaning consumers attribute to brands. Given its highly competitive nature, branding can be especially important in the retailing industry to influence customer perceptions and drive store choice and loyalty. This study focuses on the impact of two antecedents of five personality traits of retailer on trust and attitude toward the private brand, as well as on one major consequence of these three concepts, loyalty to the retailer in Iranian industry of food. Data were collected through a natural experiment on a convenience sample of 226 consumers of an Iranian grocery retailer (Yaran Daryan) with Using partial least squares analysis (PLS). The results indicate that private brand trust has a significant influence on the retailer personality traits “conscientiousness” and “sophistication. trust and attitude toward the private brand have a significant influence loyalty to the retailer while retailer personality traits have no influence on this variable