نقش فروشگاه های زنجیره ای در نظام توزیع و پخش کشور طی چند سال اخیر به شدت مورد توجه قرار گرفته است. مدیران این فروشگاه ها نیز در پی تقویت وفاداری مشتریان به برند خود هستند. این پژوهش به بررسی تأثیر حس تعلق به برند و همخوانی شخصیتی برند با مشتری بر وفاداری مشتریان به برند فروشگاه شهروند در قالب یک الگوی مفهومی پرداخته است. نمونه 167 نفری از مشتریان این فروشگاه در تهران با روش نمونه گیری آسان انتخاب شد. آزمون الگو و فرضیات با استفاده از روش حداقل مربعات جزئی و نرم افزار PLS GRAPH انجام شد؛ نتایج نشان داد که همخوانی شخصیت بر حس تعلق به برند اثر مثبت معنادار دارد (β=0.411 و t=6.442) و حس تعلق به برند بر وفاداری به برند اثر مثبت و معنادار دارد (β=0.665 و t=10.987). همچنین مشخص شد که همخوانی شخصیت برند با مشتری بر وفاداری به برند اثر ندارد (β=0.091 و t=1.230).
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