International Record of Critical Psychology and Social Sciences (IJFPSS)
IJFPSS, Vol several, No . 5, pp. 63-70, Dec, 2013
DOI: twelve. 14331/ijfpss. 2013. 330037
The Relationship of Appliance Consumer Personality Characteristic,
Brand Individuality, Brand Commitment and Manufacturer Equity in the
Mobile Phone Market
Sajad Khani*1, Seyyed Mahdi Imanikhah2, Hamed Gheysari3, Seyyed Saadat Kamali4, Tahereh Ghorbanzadeh5 1
Faculty of Management, Allameh Tabatabaei University, Tehran, Iran two
Faculty of Management, Payam-e-Noor University, Garmsar, Iran 3
Training Division of Mellat bank, Tehran, Iran
Faculty of Management, Islamic Azad University or college, Naragh Branch, Naragh, Usa 5
Faculty of Managing, Islamic Azad University, Qazvin Branch, Qazvin, Iran
Email: sajad. [email protected] com
(Received Nov 2013; Published December 2013)
Personality traits perform an important part in client brands collection with their very own personality traits which might be consistent with these people and this consistence caused promo brand loyalty and finally promotion manufacturer equity. This study investigates the adaptation of the consumer personality and brand character and the effect of it on Attitudinal and behavioural devotion and company equity inside the mobile phone industry in Tehran. Sample of study can be 400 actual and potential clients of Samsung mobile in Tehran. The results demonstrate that usage of brand personality and nature improve frame of mind and behavioural loyalty brand and brand equity.
Keywords: Consumer Persona Trait, Manufacturer Personality, Manufacturer Loyalty, Manufacturer Equity
DOI: 10. 14331/ijfpss. 2013. 330037
Mobile industry in Iran is among the emerging industry that appears will not be in a position to survive if perhaps ignore the marriage вЂЋof product consumer individuality trait, company personality and
specially relinquish the brand dedication and company equity
вЂЋbecause this things is important for both equally customer and
company. As a result of posing the truly amazing market share of Samsung
in вЂЋIran'sвЂЋmobileвЂЋindustry, this brand has been chosen for this study. On the one hand, persona of a manufacturer creates a вЂЋlongterm and steady relationship between customer as well as the brand, and on the furthermore, the desired brand вЂЋdistinguishes alone from other existing brands (Kumar, Lemon, & Parasuraman,
2006). With a exclusive brand individuality, attached consumers
with вЂЋdifferent characteristics, and accordingly the
performance of the trademark will be broadened. Moreover,
business can вЂЋestablish a good romantic relationship with its customers and maintain the relationship via its brand persona.
Considering that each one of these brands get their own unique
character, consumer may regard brands like a вЂЋreal person. In such a case, consumer from terms, attitudes, behaviour, or
thoughts of others anticipate respect for their вЂЋpersonal conduct and brands which are matched with their persona
(Bennett, HГ¤rtel, & McColl-Kennedy, 2005). Clients
typically вЂЋuse a industry’s product as well as its brand, as well as its personal behaviour, in other words, all marketing activities initiatives вЂЋto client trust on persona of a company, and get acquainted with it. Additionally , improve the marriage between
client вЂЋand company (Govers & Schoormans, 2005), and
consequently, increase customer loyalty for the brand and brand collateral of a вЂЋcompany. вЂЋ
PERSONALITY CHARACTERISTICS OF
In accordance with the study by Norman in (1993), five
dimensions from the main personality of people which includes
вЂЋextroversion, agreeableness, conscientiousness, lifestyle, and
Copyright В© 2013 Fund Jour.
IJFPSS, Volume 3, Number 4, pp. 63-70, Dec, 2013
neuroticism (related to mental characters) were noted. But
вЂЋMacCrae in 1986 divided the features of customer individuality into five dimensions which can be extroversion, вЂЋagreeableness, conscientiousness, tradition, and visibility which is also known as the Big Five model...
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