The Relationship between Consumer Identity and Brand Identity of Toyota in Abadan and Khorramshahr city

Hoda Tamimi, Feryedoun Omidi

Abstract


The aim of present research analyzes the relationship between the Toyota brand and its consumer identity in Abadan and Khorramshahr city. The current research is in the field of consumer behavior and consists of brand loyalty, brand identity and factors affecting on brand identity. The statistical population of present research is Toyota car users in the city of Abadan.By using the Cochran formula, the sample size was calculated 384 people. In this study has been used the simple random sampling method. The number of questionnaires distributed among customers is 400 questionnaires and the number of returned questionnaires is 377 that were used in the data analysis. For analyzing data is used descriptive and inferential statistics by using the SPSS software.In this study, the content validity of the questionnaire were evaluated through confirm of instrument (questionnaire) by readers, advisors, and experts. The internal reliability of the items was verified by computing the Cronbach’s alpha. The result of data analysis indicated that: In First hypothesis, Brand differentiation have a positive and meaningful impact on Brand Identity; in Second hypothesis, brand reputation have a positive and meaningful impact on Brand Identity; in Third hypothesis, individual similarities have a positive and meaningful impact on Brand Identity. in Fourth hypothesis, social benefits of brand have not a positive and meaningful impact on brand identity of consumer; in Fifth hypothesis, warm personality of brand have a positive and meaningful impact on brand identity of consumer; in Sixth hypothesis, memories of brand have a positive and meaningful impact on brand identity of consumer; in Seventh hypothesis, identification of customer identity with a brand have a positive and meaningful impact on loyalty to the brand and  finally in Eighth hypothesis, identification of customer identity with a brand have a positive and meaningful impact on support to the brand.


Keywords


Consumer Identity; Brand Identity; Loyalty; Support.

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