Mobile Phone

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.

The mobile phone by its entering to human’ life, has caused extensive changes, but sometimes cause problems as well. It seems that people who use the mobile phone in a problematic way are vulnerable to psychological damage. According to existing research, the purpose of this study was to compare the general health of students with problematic use of mobile phones and normal users. In this cross-sectional study, the study population was all students of Ardebil universities in 2013, out of which 116 were recruited using convenience sampling method. For collecting data, the Cell-Phone Over-Use Scale (COS) and General Health Questionnaire (GHQ) were used. Data were analyzed using SPSS16 software.There was a positive and significant relationship between problematic use of mobile phones and general health (p<0.01). Also, there was a significant difference between two groups of problematic users and normal users of mobile phones in terms of general health (p<0.01). According to the results, students with problematic use of mobile phones have a lower general health level. Therefore, interventions to improve their health and reduce their problematic use of mobile phones should be considered.