Please use this identifier to cite or link to this item: http://localhost/handle/Hannan/4121
Title: The relationship between brand personality and customer personality, gender and income: A case study of the cell phone market in Iran
Authors: Ekhlassi, Amir;Hassani Nezhad, Majid;Ashkan Far, Siamak;Rahmani, Kamal
subject: customer personality ; brand personality ; Big Five Model ; cell phones market
Year: 2012
Abstract: The aim of this research is to measure the relationship between customer personality, age, income and brand personality of the cell phone market in Iran. Design / methodology / approach: First, different models of brands and customer personalities are investigated, and then based on the Big Five Model a questionnaire is designed. The target audiences of the research are customers of the cell phone market in Tehran (capital of Iran). All the questionnaires have been examined with the SPSS software, and fi nally the relationships between customer personalities, gender, income level and brand personality have been surveyed. Findings: The results show positive relationships between customer personalities (Extroversion, Agreeableness and Conscientiousness) and brands personalities (Activity, Responsibility and Adventurousness). In addition, differences between men and women and income level and their effects on perception of brand personality are measured. The results do not show any differences between customers with regard to their gender and income and brand personality .
URI: http://localhost/handle/Hannan/4121
Appears in Collections:تمامی گرایش های مدیریت شامل مدیریت بازرگانی و صنعتی

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Title: The relationship between brand personality and customer personality, gender and income: A case study of the cell phone market in Iran
Authors: Ekhlassi, Amir;Hassani Nezhad, Majid;Ashkan Far, Siamak;Rahmani, Kamal
subject: customer personality ; brand personality ; Big Five Model ; cell phones market
Year: 2012
Abstract: The aim of this research is to measure the relationship between customer personality, age, income and brand personality of the cell phone market in Iran. Design / methodology / approach: First, different models of brands and customer personalities are investigated, and then based on the Big Five Model a questionnaire is designed. The target audiences of the research are customers of the cell phone market in Tehran (capital of Iran). All the questionnaires have been examined with the SPSS software, and fi nally the relationships between customer personalities, gender, income level and brand personality have been surveyed. Findings: The results show positive relationships between customer personalities (Extroversion, Agreeableness and Conscientiousness) and brands personalities (Activity, Responsibility and Adventurousness). In addition, differences between men and women and income level and their effects on perception of brand personality are measured. The results do not show any differences between customers with regard to their gender and income and brand personality .
URI: http://localhost/handle/Hannan/4121
Appears in Collections:تمامی گرایش های مدیریت شامل مدیریت بازرگانی و صنعتی

Files in This Item:
File Description SizeFormat 
9-m-english.pdf4.98 MBAdobe PDFThumbnail
Preview File
Title: The relationship between brand personality and customer personality, gender and income: A case study of the cell phone market in Iran
Authors: Ekhlassi, Amir;Hassani Nezhad, Majid;Ashkan Far, Siamak;Rahmani, Kamal
subject: customer personality ; brand personality ; Big Five Model ; cell phones market
Year: 2012
Abstract: The aim of this research is to measure the relationship between customer personality, age, income and brand personality of the cell phone market in Iran. Design / methodology / approach: First, different models of brands and customer personalities are investigated, and then based on the Big Five Model a questionnaire is designed. The target audiences of the research are customers of the cell phone market in Tehran (capital of Iran). All the questionnaires have been examined with the SPSS software, and fi nally the relationships between customer personalities, gender, income level and brand personality have been surveyed. Findings: The results show positive relationships between customer personalities (Extroversion, Agreeableness and Conscientiousness) and brands personalities (Activity, Responsibility and Adventurousness). In addition, differences between men and women and income level and their effects on perception of brand personality are measured. The results do not show any differences between customers with regard to their gender and income and brand personality .
URI: http://localhost/handle/Hannan/4121
Appears in Collections:تمامی گرایش های مدیریت شامل مدیریت بازرگانی و صنعتی

Files in This Item:
File Description SizeFormat 
9-m-english.pdf4.98 MBAdobe PDFThumbnail
Preview File