Consumer’s personality traits, as one of the most important aspects of human psychological tendency, may influence people towards different brands. Therefore, the owners of most well-known brands also try to learn more about people’s personal characteristics to gain more market shares. The purpose of this paper is to find out more about consumer personality, which creates motivation in consumer’s mind and to learn more about the effect of this image on consumer’s interest on purchasing products. The population of this survey includes all people in city of Tehran, Iran who own one of Apple’s products. The results of the survey have indicated that neuroticism, extroversion, openness, compatibility, loyalty and brand love, as the main characteristics of brand personality, maintained positive impacts on brand love.

This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua). Four hypotheses were developed to test hypothesizing relationships between brand personality and brand satisfaction on brand loyalty. The data were collected from consumers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penanag, and Perlis. This study applies partial least squares to a sample of 458 customers to test hypothesized relationships. The findings indicate that brand personality and brand satisfaction appear to have a positive and significant relationship with brand loyalty. Moreover, brand satisfaction was found to be a mediator in the relationship between brand personality and brand loyalty. The results are compared with earlier findings and implications for further research are discussed.

Quality has always been one of the most important topics in the competitiveness of organizations’ service activities and it influences on brands, significantly. This paper presents an empirical investigation to study the effects of service quality on brand personality in hotel industry. The study uses two questionnaires, one for measuring brand personality by using Aaker’s questionnaire (Aaker, 1997) [Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.] and the other one for measuring service quality. The study chooses a hotel chain in city of Mashad, Iran named Sadr Hotel and examines the effects of five-brand personality on service quality by choosing a sample of 384 customers. Using structural equation modeling, the study has determined that all five factors could influence on service quality of the case study, positively.

Today, companies need to create exclusion not in the market but in their own capabilities and features in order to gain distinction. The creation and maintenance of distinction through functional features is nearly impossible anymore. Thus, apart from the functional features, companies need to consider their intangible properties, among which brand is one of the most important ones. One of components researchers have detected for brand is personality, which can enhance the preference and loyalty of the customers and influence their decision process. In the service section, due to its specific features, the impacts of brand personality are more important and more complicated and airline companies, as service industries, which provide one of the most intangible products, are no exception. In the current study, using Aaker & apos; s Five-Dimension Model for brand personality, brand personality of a state-owned airline company (Iran Air) and a private one (Mahan) are compared from the perspective of technical directors of travel agencies. The population includes 233 technical directors whose views regarding brand personality of airline companies are studied following the distribution of questionnaires. The results of the data analysis indicate Mahan Airline is superior to Iran Air in all the five dimensions.

A significant amount of literature specifies that there are benefits for having a favorable brand personality, such as purchase intentions and enhanced brand attitudes and higher degrees of consumer trust and loyalty. Brand differentiation is one of most important issues to handle competition in the hostile marketplace. A reliable solution for establishing the distinctiveness of a brand is through brand personality. This study analyzes the personality of Adidas, Nike and Puma brands in Iran using Aaker,s brand personality dimensions [Aakar (1997). Dimensions of brand personality. Journal of Marketing Resources, 24, 347–356]. First, data are collected using a questionnaire designed based on Aaker,s model. Second, the K-S and Friedman tests are done to analyze the collected data. Results indicate that in terms of sincerity and competence, Adidas scores are higher than two other brands. Nike in point of view of excitement, and Puma in terms of sophisticated and ruggedness dimensions have higher position in comparison to other brands.