Management Research in Iran

The Effect of Gender Identity on brand Loyalty Emphasizing on Personal Identity, Consumption Patterns, and Purchase Decision Making Styles

Authors

Ebrahim Zarepour Nasirabadi
Seyed Hamid Khodadad Hosseini
Fereshteh Mansouri Moayyed
Abstract
This study aims to evaluate the effect of gender identity on loyalty emphasizing on personal identity, consumption patterns, and Purchase decision making styles. This study is considered an applied research, and according to the method of gathering data is considered to be descriptive-survey research. The data of this research was gathered from a sample of 492 participants who were users of home appliances in city of Tehran through simple cluster sampling method. Questionnaires were used as data gathering tool. The data were analyzed by structural equation modeling via Lisrel software. The findings indicate that gender identity affects brand loyalty, personal identity, purchase decision making styles, and consumption patterns. Also, loyalty is affected by personal identity, purchase decision making styles, and consumption patterns. Finally, personal identity and consumption patterns affect purchase decision making styles.

Keywords

brand loyalty
Gender Identity
Personal Identity
Consumption Patterns
Purchase Decision Making Styles
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Management Research in Iran
Volume 23, Issue 3
October 2019
Pages 188-208

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