Investigate the Relationship between Consumer Personality Congruence with the Brand, Brand Identity and Post-Purchase Behavioral Intentions

In today's rapidly changing and highly competitive market, organizations are always looking for new ways to gain and maintain competitive advantage. For this reason, the brand personality as a prominent issue is discussed and marketing activities with the aim of having customers who believe brand character and distinguish and prefer it from competitors and as well as strengthening communication between brands and customers, to enhance brand identity has been done. Trade marks has an important strategic role in achieving competitive advantage and strategic management decisions of companies. As customer take identity with the name and trademarks will be a suitable criterion for assessing the long-term effects of marketing decisions. Companies for growth and expansion in the market should be aware of their trade name and their role in creating identity among customers. The aim of this study was to investigate the effect of consumer brand identity mediator in the process of consumer brand personality congruency effect on behavioral intentions after purchase. This study is applied and descriptive. To do this, a sample of 384 was selected based on the sampling area and to collect data, a questionnaire was used (in this study the consumers choice and was considered Calais dairy products). The reliability and validity was assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model was measured by using structural equation model structure and path analysis section. Finally, by increasing the perceived similarity between the consumer and the brand, the customer feels common identity with the brand. Therefore, attention to communication messages and other aspects such as style, tone and character actors are essential.