The Effect of Brand Personality on Dimensions of Consumer Behavior Mediated by Brand Love

The purpose of this study was to investigate the effect of brand personality on the dimensions of consumer behavior through the mediating role of brand love (Case study: Iranian Insurance Company in Tehran). The present study is a descriptive research in terms of purpose and in terms of data collection. The population of this study includes all clients of Iranian health insurance in Tehran. The sample size is selected based on the Cochrane formula. Accordingly, in an unrestricted community, 384 Iranian insurance customers in Tehran were selected as the sample. The sampling method is random. Structural equation modeling is used for the analysis. Regarding the non-survey survey, the questionnaire tool was used for data collection. The results showed that brand personality had a significant effect on brand love among Iranian insurance customers in Tehran. Brand personality and brand love have a significant impact on customer loyalty among Iranian insurance customers in Tehran. Brand personality and brand love have a significant impact on positive verbal communication among Iranian insurance customers in Tehran. Brand personality has a significant impact on resistance to negative information among Iranian insurance customers in Tehran. Brand personality and brand love have a significant impact on the willingness to pay more among Iranian insurance customers in Tehran. Brand personality and brand love have a significant impact on self-disclosure among Iranian insurance customers in Tehran. Brand personality and brand love have a significant impact on active interaction among Iranian insurance customers in Tehran.