Brand Personality

The purpose of this research was to explain the relationship between the personality of brands with risk aversion and customer loyalty. This research was applied in terms of purpose, descriptive correlation one in terms of information gathering and based on structural equation modeling. The statistical population consisted of all customers with credible brands (5 famous and high-income brands such as Adidas, Nike, Puma, Al-Sport, and Asx) in East Azarbaijan province. With regard to the unlimited statistical population, 384 people were selected as the statistical sample based on Morgan's table. The brand personality standard questionnaire (Jones et al., 2009), Customer loyalty Anismawa (2007), and a researcher-made risk aversion questionnaire were used to collect data. The validity of the questionnaires, in addition to the supervisor's approval, was confirmed by 10 supervised faculty members and the reliability of the questionnaire was 0.849, 0.867 and 0.957, respectively, using the Cronbach's alpha coefficient. The validity of the questionnaire structure was also confirmed by factor analysis. Data were analyzed using SPSS and Amos software. The results of structural equations showed that the brand personality has a direct and positive effect on risk aversion (factor = 0.359), attitudinal loyalty (factor = 0.575), behavioral loyalty of customers (factor = 0.548). Also, the model's indices show the fitness of the research communication model. 

Thedifferent brand personality has a vital and important role in the success of a brand and customers with different personalities prefer brands which have a proportionate and consistent personality with their personality. The fitness and alignment of the consumer personality and brand personality will lead to brand loyalty. Therefore the present study is aimed to assess the relationship between consumer personality traits, brand personality and brand loyalty. This is a descriptive survey study and a questionnaire is used to collect the data. Analysis of the results indicates the validity and reliability of the used questionnaire. The population of the present study consists of the consumers of the mobile phones in Tehran. For data analysis, the SPSS and LISREL software packages are used .Research findings showed that the consumers' personality traits have significant effect on the brand personality; brand personality has significant effect on the brand loyalty, and ultimately consumers' personality traits have significant effect on the brand loyalty in the mobile phone industry. In other words, all of the hypotheses are confirmed.

This study aimed to investigate the effect of brand personality on the loyalty of Mazandaran Nassaji Football Club fans. This study was an applied descriptive survey. The statistical population of this study includes all fans of Mazandaran Nassaji Football Club in 2021, whose number was unlimited; therefore, 384 people were selected as a sample using the available Krejcie and Morgan table by available sampling method. Data collection tools in the present study are two standard questionnaires: the Siutsu personality questionnaire of sports teams (2012) and the Mahoni et al. loyalty questionnaire of sports team fans (2000). Descriptive statistics and inferential statistics were used to analyze the data by SPSS and Amos software. The results indicate that the brand personality and its dimensions (competition, prestige, ethics, originality, and credibility) affect the loyalty of Mazandaran Nassaji Football Club fans. It is suggested to the managers and officials of sports clubs to use the results of this research in the sports club in order to increase income and the need for self-sufficiency and attract new fans and fan loyalty.

The research was conducted with the aim of designing a model of brand experience with the citizenship behavior of customers in the banking industry. The research method is qualitative and grounded theory, and it is considered fundamental in terms of its purpose. The statistical population of the research is Tehran banking industry managers with the highest education, experience, authorship, and ideas. In this research, unstructured and in-depth interviews were used to collect data and information. Data and information analysis were done through coding (open, axial, and selective coding) and MAXQDA software. In the end, a qualitative model is presented, which consists of causal conditions (Appropriate internet infrastructure, The emergence of new media, Creating a new form of communication, The proliferation of media, and Internet penetration rate), the main phenomenon (Branding, Brand experience, Brand personality, and Brand interest), intervening conditions (Building trust, Outsourcing, Customer behavior, Customer emotional attraction, Islamic banking, and Advertising), the contextual conditions(Customer behavior, Reproducibility of experience, Communication with customers and Notification), strategies (Accounting system, Systematic control, Low profit and help business, Electronic banking, Human Capital, Speed of service, Structure modification, Networking, Security, Creating competition and Personnel training) and consequences (Brand quality, Originality, Function, Customer satisfaction, and Customer loyalty).