The relationship of consumer personality traits and brand personality Case Study: owners and buyers of Hyundai cars in Isfahan city
Attributing human personality traits to the commercial brands is an issue which has been the focus of researchers in recent decades. Aspects of brand personality, however, may affect consumer preferences for various reasons. Sincerity, excitement and competence imply inner man personality traits, so...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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Yazd University
2014-04-01
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| Series: | کاوشهای مدیریت بازرگانی |
| Subjects: | |
| Online Access: | http://bar.yazd.ac.ir/article_525_705b0d187c686bc4a0d976d625a08c7f.pdf |
| _version_ | 1827936567669293056 |
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| author | n adibi a kazemi m mohammadi |
| author_facet | n adibi a kazemi m mohammadi |
| author_sort | n adibi |
| collection | DOAJ |
| description | Attributing human personality traits to the commercial brands is an issue which has been the focus of researchers in recent decades. Aspects of brand personality, however, may affect consumer preferences for various reasons. Sincerity, excitement and competence imply inner man personality traits, sophistication and ruggedness imply people willing and wishes. So it can be inferred that brand recognition by customers –a brand which has some similarities to person’s personality traits-can define the close relationship between psychological aspects of the individuals and their emotional features. According to the description, this study aims to survey the relationship of consumer personality traits and brand personality. Statistical population of this research is buyers and owners of the Hyundai cars in Isfahan city Structural equation modeling technique was used in order to analyze data collected by questionnaire. The results showed that personality traits have relationship with consumers' brand personality. |
| first_indexed | 2024-03-13T08:13:09Z |
| format | Article |
| id | doaj.art-1632ed148e1845c4b1e88655c9bf5225 |
| institution | Directory Open Access Journal |
| issn | 2645-386X 2645-3878 |
| language | fas |
| last_indexed | 2024-03-13T08:13:09Z |
| publishDate | 2014-04-01 |
| publisher | Yazd University |
| record_format | Article |
| series | کاوشهای مدیریت بازرگانی |
| spelling | doaj.art-1632ed148e1845c4b1e88655c9bf52252023-05-31T19:42:08ZfasYazd Universityکاوشهای مدیریت بازرگانی2645-386X2645-38782014-04-01611105124525The relationship of consumer personality traits and brand personality Case Study: owners and buyers of Hyundai cars in Isfahan cityn adibi0a kazemi1m mohammadi2Master DegreeAssistant ProfessorMaster DegreeAttributing human personality traits to the commercial brands is an issue which has been the focus of researchers in recent decades. Aspects of brand personality, however, may affect consumer preferences for various reasons. Sincerity, excitement and competence imply inner man personality traits, sophistication and ruggedness imply people willing and wishes. So it can be inferred that brand recognition by customers –a brand which has some similarities to person’s personality traits-can define the close relationship between psychological aspects of the individuals and their emotional features. According to the description, this study aims to survey the relationship of consumer personality traits and brand personality. Statistical population of this research is buyers and owners of the Hyundai cars in Isfahan city Structural equation modeling technique was used in order to analyze data collected by questionnaire. The results showed that personality traits have relationship with consumers' brand personality.http://bar.yazd.ac.ir/article_525_705b0d187c686bc4a0d976d625a08c7f.pdfbrandconsumer personality traitbrand personalitystructural equation modeling |
| spellingShingle | n adibi a kazemi m mohammadi The relationship of consumer personality traits and brand personality Case Study: owners and buyers of Hyundai cars in Isfahan city کاوشهای مدیریت بازرگانی brand consumer personality trait brand personality structural equation modeling |
| title | The relationship of consumer personality traits and brand personality Case Study: owners and buyers of Hyundai cars in Isfahan city |
| title_full | The relationship of consumer personality traits and brand personality Case Study: owners and buyers of Hyundai cars in Isfahan city |
| title_fullStr | The relationship of consumer personality traits and brand personality Case Study: owners and buyers of Hyundai cars in Isfahan city |
| title_full_unstemmed | The relationship of consumer personality traits and brand personality Case Study: owners and buyers of Hyundai cars in Isfahan city |
| title_short | The relationship of consumer personality traits and brand personality Case Study: owners and buyers of Hyundai cars in Isfahan city |
| title_sort | relationship of consumer personality traits and brand personality case study owners and buyers of hyundai cars in isfahan city |
| topic | brand consumer personality trait brand personality structural equation modeling |
| url | http://bar.yazd.ac.ir/article_525_705b0d187c686bc4a0d976d625a08c7f.pdf |
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