Abstract:

Effects of creating brand commitment to provide competitive advantage for business are increasing day by day by developing different strategies and polices. Handling the dimensions of brand personality and finding out the effect of these dimensions on brand loyalty will be important to provide competitive advantage. In this study, the effect of sincerity dimensions on creating brand loyalty will be examined. The survey was applied to 436 respondents whom are users of any mobile phone brand data were collected by using face-to-face survey method. Correlation analysis was conducted to reveal the relationship between the study’s variables. Also, multiple regression analysis was used to determine the effect of sincerity dimension of brand personality on creating brand commitment. According to the results of study trust on brand, empathy, cheerfulness and physical appearance variables have an effect on brand commitment.

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