خلاصة:
The different brand personality has a vital and important role in the success
of a brand and customers with different personalities prefer brands which
have a proportionate and consistent personality with their personality. The
fitness and alignment of the consumer personality and brand personality will
lead to brand loyalty. Therefore, the present study is aimed to assess the
relationship between consumer personality traits, brand personality and brand
loyalty .This is a descriptive survey study and a questionnaire is used to
collect the data. Analysis of the results indicates the validity and reliability of
the used questionnaire. The population of the present study consists of the
consumers of the mobile phones in Tehran. For data analysis, the SPSS and
LISREL software packages are used .Research findings showed that the
consumers' personality traits have significant effect on the brand personality;
brand personality has significant effect on the brand loyalty, and ultimately
consumers' personality traits have significant effect on the brand loyalty in
the mobile phone industry. In other words, all of the hypotheses are
confirmed.
ملخص الجهاز:
The customers usually use of a company brand and product with their personality traits; in other words, all marketing attempts are aimed to customers believe a brand personality and identify it and improve the relation between the brand and customer (Govers & Schoormans, 2005) and consequently enhance the customers' brand loyalty and the firm brand equity.
Maehle & Shneor (2010) in a study entitled "The correspondence between the brand personality and human personality" tried to clarify the relation between the brand personality and individual personality on the basis of identifying the consumers' brand preference according to their personality characteristics.
Kuenzel & Halliday (2010) conducted a study entitled "Effects of reputation and brand personality on brand loyalty: based on the role of brand recognition," and evaluated the effects of the consistent brand and reputation on the recognition and behavioral loyalty of customers.
His study showed that brand personality has a positive effect on variables of brand preference, penetration, customer loyalty and purchase intention.
The results showed that in the consumer goods market, brand personality may affect the customer loyalty.
1. Research Method Considering the fact that the present study examines the relationship between consumer personality traits, brand personality and brand loyalty in mobile phones market, this research based on its purpose and nature is an applicable study.
The research findings showed a significant relationship between the consumers personality traits and brands personality in phone mobile industry.
The research findings showed that both of the consumers' personality traits and the brand's personality have a significant relationship with the brand loyalty.