کاوش‌های مدیریت بازرگانی (Apr 2014)

The relationship of consumer personality traits and brand personality Case Study: owners and buyers of Hyundai cars in Isfahan city

  • n adibi,
  • a kazemi,
  • m mohammadi

Journal volume & issue
Vol. 6, no. 11
pp. 105 – 124

Abstract

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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.

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