The relationship between brand personality and customer personality, gender and income: A case study of the cell phone market in Iran

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 .