Considering the important role that personality traits and brand identity is playing in gaining advantage for companies against the competitors, these seem to be more important when customers be loyal to the brand. The purpose of this paper is to determine the relationship between personality traits of customers and personality and brand loyalty. The model of this research is presented based on...

today, the brand creation or branding, which is the so-called industrial identification, is one of the most common industrial terms under various researching. this word is associated with the creation of an emotional bond with stakeholders. brand is defined as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of se...

This paper examines references of visual product identity in product design. The perception of identity is the result of a composite experience of the presentational and representational dimensions of the product. As consumers to a large degree create their value perceptions of products and brands based on the design of the product, it is important for companies to understand how perceptions of...

This paper provides insight into the brand identity elements co-creation phenomenon and explores the effect of co-creation claim on brand identification. The paper also verifies the moderated effect of product involvement and self-construal. The experimental study and the analysis of variance demonstrate that co-creation claim is confirmed to influence brand identification positively. On the ot...

This paper investigates the antecedents and the behavior of Lead Users in the Microsoft brand community (MBC). Lead users in the MBC are called Microsoft Most Valuable Professionals (MVP). The group of MVPs is highly regarded as a very valuable resource within the Microsoft brand community, and their opinion strongly influences innovations in the MBC. MVP activities are center within the Micros...