The Effect of Brand Personality, Trust and Commitment on Customer’s Intention to Use the Services of Sina Bank in the Vest Part of Mazandaran Province

Brands can acquire human- like personalities-what is certain is that all brands have got personalities. An appropriate brand personality can encourage a person toward making a deep relationship with the brand. It is believed that brand personality is the closet variable and the main element in customer’s decision- making. A superior brand is unintentionally perceived as better product quality by the customer. The purpose of the present research is analyzing the role of brand personality on customers’ intention to use services .The research method based on the purpose is functional. The data collection procedure is descriptive- survey which analyses the ideas related to consumers of Sina bank. The instrument used in this research includes a 48 item questionnaire which analyses the model. The components in the questionnaire which analyses the model. The components in the questionnaire aredesigned based on 5-point Likert -type scale (1 most unlikely; 5 most likely). The statistical sample includes Sina bank customers in the west part of Mazandaran province. 211 questionnaires were distributed and collected. The proposed model was tested using analysis basic equation modeling. The collected data was analyzed using the statistical method of structural equations in LISREL software area. The results indicate that there is a positive relationship among all the variables except and all of hypothesis are supported

Keywords:

Brand personality , Trust , Commitment , Intention to use services