samsung customer loyalty

Topics: Brand, Personality psychology, Big Five personality traits Pages: 8 (5378 words) Published: December 7, 2014
Fundamental Journals
International Journal of Fundamental Psychology and Social Sciences (IJFPSS)


IJFPSS, Vol 3, No.4, pp. 63-70 ,Dec , 2013

S. Khani

The Relationship of Appliance Consumer Personality Trait,
Brand Personality, Brand Loyalty and Brand Equity in the
Mobile Phone Industry
Sajad Khani*1, Seyyed Mahdi Imanikhah2, Hamed Gheysari3, Seyyed Saadat Kamali4, Tahereh Ghorbanzadeh5 1

Faculty of Management, Allameh Tabatabaei University, Tehran, Iran 2
Faculty of Management, Payam-e-Noor University, Garmsar, Iran 3
Training Department of Mellat bank, Tehran, Iran
Faculty of Management, Islamic Azad University, Naragh Branch, Naragh, Iran 5
Faculty of Management, Islamic Azad University, Qazvin Branch, Qazvin, Iran


(Received Nov 2013; Published Dec 2013)
Personality traits play an important role in customer brands selection with their own personality traits that are consistent with them and this consistence caused promotion brand loyalty and ultimately promotion brand equity. This study examines the adaptation of the customer personality and brand personality and the effect of it on Attitudinal and behavioural loyalty and brand equity in the mobile phone industry in Tehran. Sample of study is 400 actual and potential customers of Samsung mobile in Tehran. The results show that adoption of brand personality and personality traits improve attitude and behavioural loyalty brand and brand equity.

Keywords: Consumer Personality Trait, Brand Personality, Brand Loyalty, Brand Equity

Mobile industry in Iran is one of the emerging industry that seems will not be able to survive if ignore the relationship ‎of appliance consumer personality trait, brand personality and
specially relinquish the brand loyalty and brand equity
‎because this items is valuable for both customer and
company. Due to posing the great market share of Samsung
in ‎Iran’s‎mobile‎industry, this brand has been selected for this study. On the one hand, personality of a brand creates a ‎longterm and stable relationship between customer and the brand, and on the other hand, the desired brand ‎distinguishes itself from other existing brands (Kumar, Lemon, & Parasuraman,

2006). With a unique brand personality, attached customers
with ‎different characteristics, and accordingly the
performance of the brand will be expanded. Moreover,
company can ‎establish a good relationship with its customers and maintain the relationship via its brand personality .
Considering that each of these brands have their own unique

character, customer may deem brands like a ‎real person. In such a case, customer from words, attitudes, behaviour, or
thoughts of others expect respect for their ‎personal behaviour and brands which are matched with their personality
(Bennett, Härtel, & McColl-Kennedy, 2005). Customers
typically ‎use a company's product and its brand, as well as its personal behaviour, in other words, all marketing activities efforts ‎to customer trust on personality of a brand, and get to know it. In addition, improve the relationship between

customer ‎and brand (Govers & Schoormans, 2005), and
accordingly, increase customer loyalty to the brand and brand equity of a ‎company.‎
In accordance with the study by Norman in (1993), five
dimensions of the main character of people including
‎extroversion, agreeableness, conscientiousness, culture, and

Copyright © 2013 Fund Jour.



IJFPSS, Vol 3, No.4, pp. 63-70 ,Dec , 2013
neuroticism (related to mental characters) were known. But
‎MacCrae in 1986 divided the features of customer personality into five dimensions which are extroversion, ‎agreeableness, conscientiousness, culture, and openness which is also known as the Big Five model...

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