نتایج جستجو برای: brand personality
تعداد نتایج: 117859 فیلتر نتایج به سال:
بررسی رابطه همخوانی شخصیت مصرفکننده با برند، هویت پذیری مصرفکننده از برند و نیات رفتاری پس از خرید
In today's rapidly changing and highly competitive market, organizations are always looking for new ways to gain and maintain competitive advantage. For this reason, the brand personality as a prominent issue is discussed and marketing activities with the aim of having customers who believe brand character and distinguish and prefer it from competitors and as well as strengthening communication...
The present study aims to investigate the effect of ideal self-congruence, brand attachment and some personality factors on the negative behaviors of consumers such as compulsive buying, anti-brand actions, and trash talking. The research population was comprised of customers of four IT service brands including Samsung, HP, Sony, and Apple in Iran. Structural equation modeling approach and PLS ...
The concept of brand personality plays a crucial role in literature as consumers tend to anthropomorphize brands by attributing human characteristics them. creation that resonates with leads greater customer satisfaction and loyalty over the long term. This study investigates mediating potential dimensions, specifically Competence Sophistication, relationship between communication (both control...
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