Master of Public Administration-Human Resources Development, Roozbahan Institute of Higher Education, Sari, Iran.
Abstract
The aim of this study is to analyze the role of brand equity and brand personality on customers' behavioral tendencies through the mediation of brand trust in Iran Khodro Company. The present study is descriptive and applied in terms of purpose. It is also considered field in terms of data collection. The data collection tool in this study is a questionnaire that includes 21 questions to measure all research variables. A 5-point Likert scale is also used to measure variables. The validity of the questionnaire was examined and confirmed by the opinions of professors and experts and its reliability was verified using Cronbach's alpha. The statistical population of the present study is students of Payam Noor University of Sari. Using the Morgan table, 384 people were examined as the final sample of the study. Structural equation modeling was used to test the hypotheses. The results showed that brand equity has an effect of 0.18 on customer satisfaction. Customer satisfaction also has an effect of 0.88 on customer loyalty. Among the dimensions of brand equity, ideal intrinsic satisfaction has the greatest effect on customer satisfaction.
fardi kalahrodi,M . (2026). Analyzing the role of brand equity and brand personality on customers' behavioral tendencies with the mediation of brand trust in Iran Khodro Company. Journal of Accounting and Management Vision, 9(113), 112-126.
MLA
fardi kalahrodi,M . "Analyzing the role of brand equity and brand personality on customers' behavioral tendencies with the mediation of brand trust in Iran Khodro Company", Journal of Accounting and Management Vision, 9, 113, 2026, 112-126.
HARVARD
fardi kalahrodi M. (2026). 'Analyzing the role of brand equity and brand personality on customers' behavioral tendencies with the mediation of brand trust in Iran Khodro Company', Journal of Accounting and Management Vision, 9(113), pp. 112-126.
CHICAGO
M fardi kalahrodi, "Analyzing the role of brand equity and brand personality on customers' behavioral tendencies with the mediation of brand trust in Iran Khodro Company," Journal of Accounting and Management Vision, 9 113 (2026): 112-126,
VANCOUVER
fardi kalahrodi M. Analyzing the role of brand equity and brand personality on customers' behavioral tendencies with the mediation of brand trust in Iran Khodro Company. Journal of Accounting and Management Vision. 2026;9(113):112-126 (In Persian).
