INVESTIGATING THE ROLE OF BRAND PERSONALITY IN FORMING BRAND EQUITY: CASE OF HAMRAH-E- AVVAL TELECOMMUNICATION OPRATOR

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AGHAZADEH HASHEM; AMINI KESBI HOSSEIN; JAFARI EMAD

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Journal: Management Research in Iran Year:2016 | Volume:20 | Issue:2 Page(s): 1-20

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Title

INVESTIGATING THE ROLE OF BRAND PERSONALITY IN FORMING BRAND EQUITY: CASE OF HAMRAH-E- AVVAL TELECOMMUNICATION OPRATOR

Author(s)

AGHAZADEH HASHEM | AMINI KESBI HOSSEIN | JAFARI EMAD | Issue Writer Certificate

Keywords

INVESTIGATING THE ROLE OF BRANDQ2

PERSONALITY IN FORMING BRAND EQUITY: CASE OF HAMRAH-E- AVVAL TELECOMMUNICATION OPRATORQ1

Abstract

Since brand equity is very helpful in developing business strategies and in long term leads to profitability of organizations, it is very crucial to recognize the impact of brand personality on brand equity from customers perspective. But due to lack of evidence related to the impact of brand personality on brand equity, with respect to literature and previous studies, we used concepts like brand trust and brand attitude as intermediate variables in a non-direct relation between brand personality and brand equity. Statistical sample for this study were 384 individual costumers of one of country's most admired telecommunication operators. questionnaire was used for gathering data and PLS method was used to examine hypotheses in 'Smart PLS 2' software. The results suggest a positive and significant but non-direct relation between brand personality and brand equity, and also support direct and significant impact of brand trust and brand attitude variables on brand equity.

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APA: Copy

AGHAZADEH, HASHEM, AMINI KESBI, HOSSEIN, & JAFARI, EMAD. (2016). INVESTIGATING THE ROLE OF BRAND PERSONALITY IN FORMING BRAND EQUITY: CASE OF HAMRAH-E- AVVAL TELECOMMUNICATION OPRATOR. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 20(2), 1-20. SID. https://sid.ir/paper/358905/en

Vancouver: Copy

AGHAZADEH HASHEM, AMINI KESBI HOSSEIN, JAFARI EMAD. INVESTIGATING THE ROLE OF BRAND PERSONALITY IN FORMING BRAND EQUITY: CASE OF HAMRAH-E- AVVAL TELECOMMUNICATION OPRATOR. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2016;20(2):1-20. Available from: https://sid.ir/paper/358905/en

IEEE: Copy

HASHEM AGHAZADEH, HOSSEIN AMINI KESBI, and EMAD JAFARI, “INVESTIGATING THE ROLE OF BRAND PERSONALITY IN FORMING BRAND EQUITY: CASE OF HAMRAH-E- AVVAL TELECOMMUNICATION OPRATOR,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 20, no. 2, pp. 1–20, 2016, [Online]. Available: https://sid.ir/paper/358905/en

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