Abstract
A survey on relationship among consumer personal characteristics, brand personality and brand love
Highlights
For several decades, many have tried to understand how to drive favorable brand attitudes, brand loyalty, repeat purchase, customer lifetime value, customer advocacy, and communities of like-minded people organized around brands (Swystun, 2006)
This paper presents an empirical investigation to study the effects of different brand personality including neuroticism, extroversion, openness, compatibility, loyalty on brand love for products of Apple in city of Tehran, Iran
The results of our survey have concluded that being openness influenced the most on brand love followed by brand loyalty
Summary
Many have tried to understand how to drive favorable brand attitudes, brand loyalty, repeat purchase, customer lifetime value, customer advocacy, and communities of like-minded people organized around brands (Swystun, 2006). The new paradigm concentrated on the relationships that formed between brands and consumers: an idea that had obtained traction in business-to-business marketing scholarship where physical relationships are created between buyers and sellers. A consumer-brand relationship, known as a brand relationship, is something that consumers, think, feel, and gain with a product or company brand. Brand love is one of most important factors, which may influence on people’s personal characteristics. A person who loves a particular brand will more likely to purchase products of that brand. It is important to learn about the factors, which create such emotion among consumers.
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